Then the great equalizer, technology, began trickling into consumers' hands. With each major form of media, the stranglehold of the content providers was quickly broken by one innovation or another, and it's been more or less a decline for all parties involved ever since: Record companies want to charge me $18 for a CD with 10 songs on it, and only two of them good? Fine, I'll head to Napster instead. Want me to buy songs online, shackled with DRM? See you on Limewire, biatch. Want me to sit through five commercial breaks in 30 minutes? Screw that, I'll TiVo it and watch it when I want, how I want. And so on, you know the drill.