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<blockquote data-quote="cartaphilus" data-source="post: 1114112" data-attributes="member: 99742">True but you have to start somewhere/sometime otherwise there will be no competitoin driving innovation.&nbsp; Google and Samsung are HUGE enough to drive the point home.&nbsp; They have the market penetration to make it a thing.&nbsp; Hell, every new device be it TV, Phone, Tablet, soundbar that uses Android Based OS will have the the codex included for free...what more do you want?&nbsp; That is a massive massive incentive to get your media material compatible with the hardware or otherwise person A will not choose your product.&nbsp;&nbsp; Hell they are getting the codex to run on YouTube which still is the major video sharing platform.Now if Meta were to join that team then the codex penetration is basically 99% assured (all of the new Instagram videos being made with the new AI augmented spatial audio driven by the brand new Tensor 3 chip via your new Pixel 10 AI XL phone, and Google Pixel Earbud Pro 3....along with SAMSUNG Galaxy 26 Neural Processor Unit accelerated audio).&nbsp; The marketing writes itself. I would fully agree with you if this was a startup trying to get a new format through but this is freaking Google....enough said.</blockquote>

[QUOTE="cartaphilus, post: 1114112, member: 99742"] True but you have to start somewhere/sometime otherwise there will be no competitoin driving innovation. Google and Samsung are HUGE enough to drive the point home. They have the market penetration to make it a thing. Hell, every new device be it TV, Phone, Tablet, soundbar that uses Android Based OS will have the the codex included for free...what more do you want? That is a massive massive incentive to get your media material compatible with the hardware or otherwise person A will not choose your product. Hell they are getting the codex to run on YouTube which still is the major video sharing platform. Now if Meta were to join that team then the codex penetration is basically 99% assured (all of the new Instagram videos being made with the new AI augmented spatial audio driven by the brand new Tensor 3 chip via your new Pixel 10 AI XL phone, and Google Pixel Earbud Pro 3....along with SAMSUNG Galaxy 26 Neural Processor Unit accelerated audio). The marketing writes itself. I would fully agree with you if this was a startup trying to get a new format through but this is freaking Google....enough said. [/QUOTE]

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