But that doesn't happen in a vacuum. First off, you don't pay someone a million dollars if 10,000 will do the same job, and you don't pay 5 people when you can get the same value by paying one... companies are not in the habit of overpaying, and those that do don't stay in business long. This sort of thing would happen gradually, over time, as companies feel out the value they get for these sorts of investments. Also, if this sort of thing proves out its value for one company, many companies will jump into that same pool, and there will be a bidding war up to what the market can tolerate.
There will be winners and losers in that, but that will be based on the value of those investments can bring. But there are already winners and losers given conference payouts for media rights packages. We'd be positioned fairly well for that, given our media market.