With HDTV – where an upgrade to an HD signal would be required even if one were to remain with their existing service provider – the significance of that trigger is only amplified. Once a consumer decides to make the substantial investment in a new HD television set, they become acutely conscious of what they can display on it. (And highly aware that if they tell their wife they spent thousands on an HDTV set without having HD programming, they’ll be exposed as an idiot). It seems reasonable to expect that consumers will be disproportionately willing to switch providers to get best High Definition service for their new High Definition set.