thermore, social networking sites cannot keep personal information after a user deletes her account or after an account is idle for a long period. Different rules in the United States and Europe make it complex for organizations to operate web sites in both areas. These varying rules force web-based companies to custom-program different versions of their sites to accommodate the various coun- tries. The use of marketing programs can also be limited. The European regulations do protect citizens' rights more fully than those in the United States. It's not clear, however, what the impact is on e-commerce and revenue from online advertising. Cur- rently, advertising revenue underwrites the cost of operating many Internet services. While there have been lawsuits and vocal complaints about privacy infringement in the United States, it's not known how much most people are concerned about possible privacy infringement or how much privacy they're willing to give up in exchange for low cost or free access to online material. VIDEO STREAMED FROM THE INTERNET TO THE FRONT ROOM For years, the only way to watch television was through broadcast, satellite, or cable technology. Now viewers can access the Internet to view movies and television shows on a variety of devices including mobile tablets, smartphones, Blu-ray players, a variety of set-top devices (such as those from Roku, Boxee, and Apple), and Internet-capable Video Streamed from the Internet to the Front Room televisions. Video-on-the-Internet providers such as Netflix, Apple, and Google face challenges obtaining rights to the most recent movies and TV series from media con- glomerates such as Time Warner, The Walt Disney Company, and Viacom. Cultural, Economic, and Technological Factors Technological and economic factors enable TV shows and movies to be easily streamed or downloaded from the Internet to consumer devices. The emerging video market enables major shifts in the entertainment industry. Just as online music streaming and electronic books impacted CD and bo