PC and mobile apps are used by individuals. Interactive TV apps like MOG’s Roku channel are used by groups. Everybody in the living room can see a living room app at the same time. Everybody there wants the benefit of the movie or the song or the map or whatever the app does. This limits interactivity. It’s like the issue of fighting over who has the remote — everybody is watching the TV, but only one person is picking the channel. Picking the channel can’t be the main point, or it won’t be fun for anybody but the one person with the remote.