“For most of their history, these companies scoffed at traditional media. Can’t measure it, can’t convert viewers into customers, not enough real-time data. Yet here are the 21st century’s most dominant brands behaving like their counterparts of the late 20th, using TV as a key tool to build image and consumer loyalty. Taking a half-step back, this development is a bit rich given that other than Microsoft, these are companies whose businesses are working, through digital advertising dominance and streaming content, essentially to destroy the modern TV industry.” – Fast Company