When I was 10, we drove to Disney World. When we arrived, what impressed me most was the meticulous attention to detail; there wasn't a gum wrapper anyplace.

At a macro level, it's balancing the needs of consumers, advertisers and content owners. And if you talk to any one of those three customer sets in isolation, often times you won't delight the other two. So the hurdle we faced with Hulu Plus was, how can we thread this needle in a way that delights all three customer sets?

Initially, the television was seen as the devil incarnate by people that worked in the content industry. Now over time it turned out that that was one of the best things that ever could have happened to a content creator. I think the Internet is no different.

We're simple-minded, the team at Hulu, which is, we think if we can obsess over quality and build a better mousetrap, that good things will happen. Users will adopt the service, advertisers will see great value in it, and that's what we're seeing.

When we blaze trails, which is what Hulu is about, it takes time. That is not for the faint of heart, and we understand that.

When you're dealing with digital goods, you don't have to be tied to one URL.