I think that is a totally valid question. A company would not launch a national advertising campaign until it had a percentage of market saturation. Why spend millions on advertising if you are apealing to 5% of the population, for example. You would want targeted advertising in that case. If they expect 40% of households to have 4k by 2020, then the money is better spent if they wait. The questions was at what percent of saturation do they launch a large advertising campaign. Totally valid question for a SH.