Can Pay TV providers use FAST and AVOD as a new layer of engagement, bringing some of the Smart TV experience into their own UX? What about video sharing platforms? What other entertainment belongs in the operator environment? We want to know how the one-stop-shop experience can be improved, from holistic content discovery to super-bundling. Is there an opportunity to personalize hard bundles (like multiple SVOD ad-tiers for a cost-conscious subscriber)? We explore the challenges when hard bundling, including the danger of wholesale price rises.  As more TV is streamed, will operators be competing directly with Smart TV OS providers for super-aggregation?