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Historically fear of cannibalization ultimately leads executives cutting streaming service features or price promos they feel will be TOO compelling, which shoots these projects in the foot.
AT&T wants to be adaptable to market evolution, and wants wireless users eating through video allotments, but they also don't want millions of U-Verse TV and DirecTV customers (paying $120+ per month) suddenly shelling out less cash for a $30 to $40 skinny bundle. That would terrify increasingly skittish investors.
What kind of actions they'll take to reflect this concern isn't clear, but knowing AT&T there will be some kind of caveats that prevent the effort from being as successful as it could be if they jumped into the pool with both feet.
Usually the play is the TV Everywhere type approach, where streaming is sold as a complement to traditional cable, but doesn't disrupt traditional cable. But to truly succeed I feel like some level of major self-disruption has to exist.