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Intel To Launch TV Service With Facial Recognition By End of the Year

timothy posted about 2 years ago | from the nielsen-with-a-ray-gun dept.

Intel 175

MojoKid writes "Despite television being a rather tough nut to crack, Intel is apparently hoping that its upcoming set-top box and subscription service will be its golden ticket to delivering more Intel processors to the living room. The service would be a sort of specialized virtual cable subscription that would combine a bundle of channels with on demand content. So what's Intel's killer feature that distinguishes it from the vast and powerful competition? Granular ratings that result in targeted ads. Intel is promising technology in a set-top box that can distinguish who is watching, potentially allowing Intel to target advertising. The technology could potentially identify if the viewer is an adult or a child, male or female, and so on, through interactive features and face recognition technology."

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175 comments

The marketing dweeb bastards won't quit (3, Interesting)

Anonymous Coward | about 2 years ago | (#40264785)

The marketing dweeb bastards won't quit until they force us all to wear burkas or Guy Faulks masks.

Re:The marketing dweeb bastards won't quit (5, Insightful)

bbecker23 (1917560) | about 2 years ago | (#40265071)

It's worse than that. Imagine the enhanced DRM this would enable. "Sorry, We have detected more than the allotted number of audience members. Your account has been charged $9.99 per extra viewer."

Re:The marketing dweeb bastards won't quit (2)

alanshot (541117) | about 2 years ago | (#40265151)

It's worse than that. Imagine the enhanced DRM this would enable. "Sorry, We have detected more than the allotted number of audience members. Your account has been charged $9.99 per extra viewer."

Or:
"Sorry. John Q Public rented this video. You appear to be his wife, Sally V Public. If you wish to view this video John must be present or you must rent it again."

Re:The marketing dweeb bastards won't quit (3, Funny)

fuzzyfuzzyfungus (1223518) | about 2 years ago | (#40265871)

We can only hope that a brave transvestite, a crack team of ACLU litigators, and the threat of public ridicule can save us from this dystopia...

Not to mention the hacking... (1)

Esteanil (710082) | about 2 years ago | (#40265203)

These will in all likelihood be internet-connected, to allow people to browse YouTube and whatnot.

So, in 4 easy steps:
1: Hack TV, stream all video to your server
2: Discard any pictures not showing enough skin tone (reverse porn filter)
3: Blackmail person owning the TV, "If you don't pay us, all your Facebook friends will receive these naked pictures/pictures of you masturbating"
4: Profit

1984 much? (5, Insightful)

Anonymous Coward | about 2 years ago | (#40264795)

Because what we *really* need in the world is a TV that watches you...

Re:1984 much? (4, Funny)

Nexion (1064) | about 2 years ago | (#40264893)

I hear in soviet Russia they've had this tech since the 80's. :P

Re:1984 much? (-1, Troll)

Anonymous Coward | about 2 years ago | (#40265249)

wow. a 4-digit id and you can't even get the line right:

in soviet russia, the tv watches YOU.

Re:1984 much? (0)

Anonymous Coward | about 2 years ago | (#40265261)

The tele-screens of '1984' will be coming to a video wall near you soon.

This is the logical next step to the national security surveillance police state control grid. One must not only obey Big Brother, but also learn to love Big Brother, love him more than life itself. We already have a police state. We already have perpetual war. Oceania already exists. As the fog of war dissipates, the discernment of a EurAsia and EastAsia also becomes apparent.

Wasn't Orwell's '1984' supposed to have been a dystopian novel filled with warnings about a tyrannical future, and not a blueprint for action by the oligarchy? And yet, here we are. War is peace. Freedom is slavery. Ignorance is strength. If you want to know what the future holds, imagine a jack-boot stomping a human face, forever.

Re:1984 much? (2)

fuzzyfuzzyfungus (1223518) | about 2 years ago | (#40265925)

No, no, this is better...

Telescreens, Pravda, and assorted dictators' gigantic golden statues and peculiar cults of personality(while undoubtedly dramatic) have the convenient tendency to collapse under the weight of their own inefficiency.

We, in the free world, have had our profit-motivated-innovators tirelessly striving toward a world of constant surveillance, laughably misleading information substitutes, and vapid celebrity worship that is economically self sustaining. Indeed, quite handsomely profitable. Plus, it is much easier to handle upkeep when your citizens carefully charge their own wireless tracking modules and buy protective cases allowing them to be carried as often as possible, and demand to have their telescreens replaced when they break or are deemed insufficiently large for super bowl purposes. Such cooperation... Can you imagine how many threats of torture the Stasi would have had to use to get people to go to Best Buy?

I wonder what it thinks my cats like (3, Insightful)

Rene S. Hollan (1943) | about 2 years ago | (#40264799)

So, a cat food commercial will be presented whenever one of my cats enters the room?

Re:I wonder what it thinks my cats like (5, Insightful)

arth1 (260657) | about 2 years ago | (#40264899)

No, your cats likely buy very little cat food.

They'll already have your grocery bills, whether they be through paying with a card or by using a "rebate" card, so they'll already know that it's you who buy cat food, so they will show the ads when you enter the room.

Oh, and that search you did for "pregnancy risk" the other day? Unencrypted through your cable modem, by the same provider as your cable TV? With a contract giving them a right to monitor all traffic? Expect to see a lot of diapers and baby food commercials for the next couple of years.

Welcome to Ayn Rand's world. Please take a seat (great couch cleaning service starting at $5.99) and relax.

Re:I wonder what it thinks my cats like (2, Insightful)

Rene S. Hollan (1943) | about 2 years ago | (#40264939)

I pay cash for cat food, so by seeing me the system will not know that I buy cat food. But, by seeing my cats, it could infer that I buy cat food.

Re:I wonder what it thinks my cats like (1)

the eric conspiracy (20178) | about 2 years ago | (#40265359)

You pay cash? How does that help you when RFIDs in your driver's license or face recognition scanners at the supermarket checkout line identify you as Mr. R Smith of 2341 Maple Lane?

Re:I wonder what it thinks my cats like (2)

anubi (640541) | about 2 years ago | (#40265299)

No, but it might be able to sense when you leave the room during a commercial...

It would count that commercial as being undelivered and try, try, try again until it succeeds in delivering it.

wait (4, Insightful)

Fusen (841730) | about 2 years ago | (#40264803)

why would any customer want this?

Re:wait (5, Insightful)

TheGratefulNet (143330) | about 2 years ago | (#40264827)

people are idiots; they will trade their privacy for a 'goodie'.

some goodie will be presented. discounts or some motivator. it will be very cheap and laughable but people will sell their souls for bullshit token items. ever see a stampede at trade shows for the give-aways that are 'cool' ? same deal, here.

go to slickdeals (site) and watch how many people sign up for emailings from companies or will fill out lengthy forms to get a token piece of junk or a $10 discount on something. they'll give lots of info away and not even care. they'll justify it with 'but I'm getting this neat thing for free! its FREE. how can that be bad?'

that is a prevalent form of modern thinking. at least in the consumer age (20's 30's).

we already accept cameras at nearly every traffic light. in the UK, its more invasive than that. people tolerate loss of privacy.

I weep for us, because we value it so little and are quickly willing to sell it out for virtually nothing. once gone, its gone, too.

Re:wait (1)

TubeSteak (669689) | about 2 years ago | (#40265021)

that is a prevalent form of modern thinking. at least in the consumer age (20's 30's).

If you really think that kind of idiocy is limited to the 20s and 30s age group, you need to hang out with an older crowd.
Experience does not equal intelligence.

Re:wait (1)

TheGratefulNet (143330) | about 2 years ago | (#40265097)

I disagree; I do think that the older crowd has grown up with the *expectation* of privacy. the difference in attitude of 50's and 40's vs the younger crowd is immediate and obvious.

Re:wait (0)

Anonymous Coward | about 2 years ago | (#40265323)

I'd agree it's not *limited* to the 20's and 30's crowd, nor is it universal among that group, but it sure the hell does seem a lot more common in that demographic. There's been some sort of cultural shift in this regard, I think.

Re:wait (1)

ohnocitizen (1951674) | about 2 years ago | (#40265267)

I think we will trade our privacy if it feels "abstract". With Facebook, we think "oh we are putting it out there anyway, who cares if coca cola learns whether or not I prefer dr pepper or mr pibbs?". If it comes down to "would you buy a tv set for less if you knew that tv set was WATCHING you", I think several factors would keep people from purchasing it. There are practical concerns about privacy, civil rights/liberties if law enforcement wants in, but beyond everything else: a truly deep "creepiness" factor that would make privacy feel very concrete indeed.

Re:wait (0)

Anonymous Coward | about 2 years ago | (#40265923)

Cite your freakin source! You 'know' this how? Was it God or the Flying Spaghetti Monster that whispered these pearls of wisdom in your ear?

Just because you sign up for give-aways from Harley Davidson or the opportunity to win an AM/FM Multiplex stereo in exchange for sitting through a 4 hour long presentation on time-sharing, doesn't mean the rest of the world feels compelled to give up 'their' personal history or that they tell the truth when they fill out forms associated with these marketing scams.

Re:wait (0)

Anonymous Coward | about 2 years ago | (#40264907)

Fewer boring ads and lower subscription costs of course.

Re:wait (2, Insightful)

Anonymous Coward | about 2 years ago | (#40264919)

I'm sure that'll happen, just like paying for cable means TV is ad free.

Re:wait (1)

Anonymous Coward | about 2 years ago | (#40265087)

*We* aren't the customers for this. Cable companies are the customers for this set-top box. It'd be another revenue stream for them. You're just the product.

Re:wait (1)

turkeyfish (950384) | about 2 years ago | (#40265519)

That's not the right question. The right question is how will anyone be able to avoid it?

With IPV6 now here, I can see the future now. Rupert Murdoch will appear on the screen of your alarm clock demanding that you must pay him 10% of your income or he's going to deflate the your tires on your car or shut off your refrigerator.

What? You didn't listen to the 7th straight hour of the Sean Hannity Inanity Program? We will be sending you a small jolt of electricity to your remote to cure you of your condition.

Meanwhile, the ditto head will welcome their 150 volts as a sign they are in good standing with the 1%. Dems will get 400 volts.

Dear ad people (0)

Anonymous Coward | about 2 years ago | (#40264805)

Kindly fuck the hell off.

And i'm interested in buying this because? (1)

Anonymous Coward | about 2 years ago | (#40264815)

I want to pay extra for a TV which watches who's watching to better target ads because???

Because it's a video phone (1)

tepples (727027) | about 2 years ago | (#40265103)

I guess they think customers will pay extra for the SIP/Skype video phone feature. The advertising capability comes at no extra charge.

Re:And i'm interested in buying this because? (0)

Anonymous Coward | about 2 years ago | (#40265161)

Think of your children, not about the TV set. And the terrrorrists, don't ever forget about them... they are you enemy, and their are not sleeping (neither should you, until you get our TV set).

Oh, look... that shiny thing there...

Re:And i'm interested in buying this because? (1)

JaredOfEuropa (526365) | about 2 years ago | (#40265381)

I'd pay handsomely for a TV (or more accurately, a content service) that lets me view what I want, when I want, without any damn ads thanks. But pay extra for a box that puts a camera in my living room, the better to serve me ads?! Seriously, who came up with this?

Forgot about the consumer (0)

Anonymous Coward | about 2 years ago | (#40264821)

Do not want!

Re:Forgot about the consumer (1)

turkeyfish (950384) | about 2 years ago | (#40265539)

You probably won't have a choice. The advertisers and corporations and republicans will demand that all sets be equipped with them to be sure that you are not paling around with terrorists. Turn off the TV and the Hillsborough Baptist Church will picket your house and place you on a pervert list.

Congratulations, Intel! (2, Interesting)

Anonymous Coward | about 2 years ago | (#40264823)

For zeroing in on what would instantly become the television industry's most hated product. Considering the industry as a whole, that is no small feat!

Re:Congratulations, Intel! (1)

LSDelirious (1569065) | about 2 years ago | (#40265167)

that is until they introduce Picture in Picture 24/7 non-stop commercials DURING the show

Re:Congratulations, Intel! (0)

Anonymous Coward | about 2 years ago | (#40266013)

    You mean that is until they introduce Picture in Picture 24/7 show DURING the non-stop commercials.

    There was a recent story on about tornado damage. A beautiful shot of a blue sky, with a few clouds, at the top. All the damage shown at the bottom of the screen was covered by the station ID, the station "coming attractions" crawl, a crawl for Toyotas, and some sports scores.

    Not to mention the incredibly rude practice of running show final endings and credits in a tiny window at 10X speed in some corner, while commercials and promos take up the other 80% of the screen.

    With Intels Incredible new technology, I wonder how long it would take to watch something, wearing only a hard hat and suspenders, before an ad for the Brooklyn Bridge shows up.

Shrimp dangling in my anus (0)

Anonymous Coward | about 2 years ago | (#40264829)

Just as with the transition to HDTV (for project bluebeam?), I'm curious how long our current TVs and older will remain until they "require" a system which includes a camera to better get closeups of your hot goatse action and other antics.

Forget 1984, we're bringing the cameras and microphones into our homes voluntarily!

Anti-service (0)

Anonymous Coward | about 2 years ago | (#40264835)

I would pay to have my cable box NOT have these features.

Two words (3, Insightful)

NoNonAlphaCharsHere (2201864) | about 2 years ago | (#40264855)

Electrical tape. Same as for obnoxiously bright LEDs.

Re:Two words (0)

Anonymous Coward | about 2 years ago | (#40264873)

Believe it or not, there is actually a retail product for this! http://lightdims.com/

Re:Two words (1)

Anonymous Coward | about 2 years ago | (#40264921)

I actually kind of want to buy that TV now, just to see how it responds to that. Hey, if it can't place me in any demographic, then it can't target ads, so it will skip them, right?

Re:Two words (1)

thereitis (2355426) | about 2 years ago | (#40264951)

Sure, till they tie hand-gestures to control channel changes. "New! Remote-less TV!" Cover the camera and it will render the TV useless.

Re:Two words (1)

griffjon (14945) | about 2 years ago | (#40265023)

So what does a hand with the middle finger only pointed straight up do, remote wise?

A) Skip to the next ad
B) Vote the ad down to improve ratings
C) Report you to the nearest business plan and marketing compliance association of america? (BPMCAA, formed by a merger of RIAA and MPAA?)
D) All of the above.

Re:Two words (1)

FridayBob (619244) | about 2 years ago | (#40264955)

Indeed: what's in it for the end users? It sounds both creepy and obnoxious, so if all they can expect in return for further lost privacy is targeted adds, what's to stop them from simply taping over the camera lens? Or, will the TV then give an error if it decides that the user has done just that?

Re:Two words (1)

turkeyfish (950384) | about 2 years ago | (#40265559)

" what's to stop them from simply taping over the camera lens?"

You can be sure that industry lobbyists will insist that those blocking the camera are probably busy pirating video and subject to a lawsuit and prosecution.

Re:Two words (1)

turkeyfish (950384) | about 2 years ago | (#40265553)

Don't worry there will be a law like in the UK that if you are caught blocking a camera you face jail time.

TV is dead (5, Interesting)

Anonymous Coward | about 2 years ago | (#40264861)

I am 44 years old and I grew up with TV. None of my kids watch TV. I do not watch TV. Nobody I know watches TV. The TV is now just a screen in which content which is chosen by the person, at a time specified by the user, is displayed. Yeah, there are still people out there but that whole model of forced advertising is going away. The writing is on the wall.

strike

Re:TV is dead (1)

cpu6502 (1960974) | about 2 years ago | (#40264989)

I still watch TV. I admit I don't pay much attention to it. I just turn on some random channel (usually the antennaTV channel), but focus my attention on the internet screen. Only time I pay attention is if a classic Twilight Zone or Hitchcock episode appears.

Re:TV is dead (0)

Anonymous Coward | about 2 years ago | (#40265297)

We watch tv at bedtime. Just the talk shows, (Letterman or Leno). Yes, and a great program "How it is made" where I learn how mass production or artistic items are manufactured.

Re:TV is dead (1)

antdude (79039) | about 2 years ago | (#40265325)

I know a lot of people who still use TV, even old CRTs like my grandparents, my parents, and even myself. We prefer dumb screens and not those fancy ones out there.

In CorporoFascist America... (0)

Anonymous Coward | about 2 years ago | (#40264883)

TV watches YOU!!!

Big Brother is watching you (0)

Anonymous Coward | about 2 years ago | (#40264885)

Big Brother is watching you

Re:Big Brother is watching you (1)

marcosdumay (620877) | about 2 years ago | (#40265271)

Well, that solves the problem of the tought police not being able to watch everybody all the time...

George Orwell meets AI. Is the Big Brother human?

In Soviet Russia... (0)

Anonymous Coward | about 2 years ago | (#40264903)

... TV watches you!!

A telescreen? (5, Informative)

griffjon (14945) | about 2 years ago | (#40264927)

"The instrument (the telescreen, it was called) could be dimmed, but there was no way of shutting it off completely. [...] The telescreen received and transmitted simultaneously. Any sound that Winston made, above the level of a very low whisper, would be picked up by it, moreover, so long as he remained within the field of vision which the metal plaque commanded, he could be seen as well as heard.[...] It was even conceivable that they watched everybody all the time. But at any rate they could plug in your wire whenever they wanted to. You had to live--did live, from habit that became instinct--in the assumption that every sound you made was overheard, and, except in darkness, every movement scrutinized.

Winston kept his back turned to the telescreen. It was safer; though, as he well knew, even a back can be revealing. "

Via http://gutenberg.net.au/ebooks01/0100021.txt [gutenberg.net.au]

Re:A telescreen? (0)

Anonymous Coward | about 2 years ago | (#40265487)

And we all know how it worked out for Winston.

Re:A telescreen? (1)

Immerman (2627577) | about 2 years ago | (#40265761)

Obviously he had a crude older set that was overdue for an upgrade. The modern ones can not only clearly hear you whisper in the next room, but also see around corners [nature.com] in the pitch dark thanks to the built-in IR laser illumination.

And thanks to the automated computer vision, voice recognition, and behavioral analysis systems that detect any potentially ungood tendencies, it takes only a handful of Party members to continuously protect everyone from their own destructive deviation from orthodoxy. Rejoice citizen, within a few short generations we hope to be able to intercede on behalf of such afflicted individuals, subtly nudging them back toward the path of clean-mindedness long before their deviation leads them to commit a thoughtcrime.

Re:A telescreen? (1)

Xeranar (2029624) | about 2 years ago | (#40265949)

The whole point of that passage was to prove that paranoia drove the world in 1984. In fact that was the whole message of the book. Winston gave up because the system was self perpetuating. This is a loosely-similar idea that would be demolished the first time some horny IT guy figured out how to turn on little susie's camera in her bedroom. The inevitable outcome is set just like the charter school laptops from about a year ago. I know slashdot is obsessed with dystopian paranoia but history has told us we're flexible but not incredibly stupid about it. Inevitably if the cameras were turned on somebody would tattle or try to use it against somebody and the whole situation would blow up.

Hopefully it is intelligent enough to... (0)

dohzer (867770) | about 2 years ago | (#40264995)

... recognise that whenever TV commercials start I change channels, or in the case of online video ads, mute the video and read something else until they are over.
It would save me a lot of hassles if it does all this automatically. Sounds like the future of television is going to be far more user friendly!

Ads that pause when they lose focus (1)

tepples (727027) | about 2 years ago | (#40265125)

in the case of online video ads, [I] mute the video and read something else until they are over.

So what do you plan to do once all the online video ad providers make the ads pause until they gain focus?

Re:Hopefully it is intelligent enough to... (1)

LSDelirious (1569065) | about 2 years ago | (#40265155)

and recognize that you aren't watching the commercials and pause the show until you do? No thanks!

In Soviet Russia... (0)

Anonymous Coward | about 2 years ago | (#40265009)

nah... to easy...

Masking tape (0)

Anonymous Coward | about 2 years ago | (#40265063)

Sounds like a good product once a piece of masking tape is placed over the camera lens!!!

Re:Masking tape (1)

c0lo (1497653) | about 2 years ago | (#40265201)

"Hmmm... there's noone watching... for the sake of you energy bills, I'll be shutting myself off."

If you want privacy, visit our accredited psychologists and buy the set of masks most suitable with you and your family members' personality, we'd be happy to quickly recognize your character with less computational effort.

Taped over the camera lens ... (1)

PPH (736903) | about 2 years ago | (#40265073)

... a photo of the Cleavers.

Every once in a while, we switch it with the opening shot of The Simpsons.

Re:Taped over the camera lens ... (0)

Anonymous Coward | about 2 years ago | (#40265183)

and the microphone?

Re:Taped over the camera lens ... (1)

PPH (736903) | about 2 years ago | (#40265281)

We'll play a recording of one of Enver Hoxha's political speeches.

MST3K (1)

Ichijo (607641) | about 2 years ago | (#40265119)

I want one that will connect with my friends online and overlay everyone's silhouettes on the screen and send their voices through the speakers.

And the next step (1)

LSDelirious (1569065) | about 2 years ago | (#40265127)

is special screens to display different targeted ads to different viewers of the same screen depending on where they sit in the room...

Cameras watching people (1)

Stan92057 (737634) | about 2 years ago | (#40265193)

Cameras watching people watch TV, ya thats going to fly. Thats a bit over the top and i may be mistaken but what we rent ,watch is already protected by privacy laws.

Re:Cameras watching people (1)

turkeyfish (950384) | about 2 years ago | (#40265573)

You obviously haven't read the republican party platform written for them by the advertising industry.

Re:Cameras watching people (1)

Immerman (2627577) | about 2 years ago | (#40265797)

correction, was already protected by privacy laws

IIRC that was one of those annoying legal bugs corrected by the PATRIOT act.

when they cancel the word? (0)

Anonymous Coward | about 2 years ago | (#40265211)

Privacy? i wonder seriously,it lost it's meaning ages ago already...

facial recognition - not so hard (0)

Anonymous Coward | about 2 years ago | (#40265353)

I know a facial when I see one... ;)
This IS the internet...
http://www.youtube.com/watch?v=eWEjvCRPrCo

Steven Thomas, R.I.P! Was he MKUltra'd? WEBROOT (0)

Anonymous Coward | about 2 years ago | (#40265407)

Let Us Recall: Mysterious events surround death of former FOUNDER of the company WEBROOT

        GOOGLE about the former FOUNDER of the company WEBROOT, Steven Thomas.

        Maybe he was onto something? You have to read many articles about him to get a better picture of how odd the events were surrounding his death. Webroot Software founder Steven Thomas was found dead in Hawaii. Save the articles and store them off-line on read only media because the stories will disappear eventually.

        I wonder if he was MKUltra'd.

So Nielson homes can stop using those damn boxes? (2)

mark-t (151149) | about 2 years ago | (#40265477)

As a member of a former Nielson ratings household, I can say that I always found it incredibly annoying always having to log into a set-top box whenever I turned on the television... plus I seem to recall having to periodically re-log in to the box every hour or so, if I was doing a TV marathon, just so that it would know we weren't just leaving the TV idle.

What if no one is watching? (1)

Pinkfud (781828) | about 2 years ago | (#40265479)

I leave my TV on while I'm web surfing because (a) I don't like a silent house, and (b) there will be something I want to see in an hour. So I'm wondering what this thing will do if it detects no one is watching. Probably turn up the sound and play all commercials!

Buy a second TV (5, Funny)

Golden_Rider (137548) | about 2 years ago | (#40265563)

... and let them watch each other. And enjoy the hilarity of seeing them both trying to serve ads to each other. And then implode.

Why, oh why ... (1)

Anonymous Coward | about 2 years ago | (#40265605)

do I keep seeing ads for Kleenex, hand cream and penis enlargement pills?

Feminine Hygiene... (0)

Anonymous Coward | about 2 years ago | (#40265627)

If this means I don't have to see another Summers Eve or Tampax commercial I might opt in.

Bonus! (1)

VocationalZero (1306233) | about 2 years ago | (#40265815)

Programmers of this recognition device should offer hidden features for specific faces or objects noticed, including the ability to program the feature itself so that I could make it go crazy at random times whenever my sister is watching alone.

I just have to wonder... (1)

gishzida (591028) | about 2 years ago | (#40265973)

If I sit in front of my TV equipped with this Intel marvel how it would react to a rubber mask of famous politicians or famous SF characters or a fantasy character-- what kind of commercials would be served and who would be looking to sell products to a an elven-vampire politician from the Second Foundation? Technology marketing at its finest!

The cable box market sucks (1)

JDG1980 (2438906) | about 2 years ago | (#40266027)

This is emblematic of what's wrong with the set-top box market. Except for the handful of CableCard third-party devices (e.g. Tivo), most set-top boxes are sold not to end users, but to cable companies. That means average quality is low, and the only "features" they care about are the ones that pad the cable company's profits. Cable boxes guzzle power like crazy (even when turned "off") and offer a poorer UI than almost any other modern electronic device, and now they're planning to invade your privacy as well!

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