It's not, but it probably nets out that way. If a brand can see incremental gains from advertising on the same content across different platforms, I imagine the content is seeing similar lift. Not certain, but likely. It comes down to the cost/benefit of inconveniencing your hardcore fans vs. trying to attract new fans and grow your audience. You don't want to go to far, and knowing MLB they probably will, but I don't think they have yet. There's 2430 MLB games a year right now (or at least there will be 4 out of every 5 years moving forward). ESPN has exclusivity on Sunday nights each week, Fox Sports has their two (I think?) on Saturdays, and Apple now two on Friday. That's 130 games, still leaving 2300, or 153 per team, with the local broadcasters. Let's say MLB makes another two Apple-like moves with Amazon and Peacock. That still leaves a 90/10 split between local broadcasts and national exclusives. That's going to annoy folks like us, but I doubt enough to lose us (and odds are we already own ~2/5 of the other platforms, so the inconvenience on some games would be very minor). I think that's a worthwhile cost to get games in front of people who are not yet willing to throw down $150 on MLB.tv and who don't have RSN access. If Apple was willing to have a non-exclusive deal like the old ESPN weekday broadcasts, and MLB upcharged for that exclusivity, that's a problem. But if Apple demanded exclusivity as part of any deal, and I think the way these sorts of things have gone lately that seems likelu, I think MLB made the right call. And as mentioned above I'd say probably ought to make another comparable move or two.