We explore how a European Pay TV operator addresses different market segments through UX and device choice. Which consumers still want an STB? Who wants an operator app on a Smart TV? What appetite is there for an operator Smart TV app to become the default UI and home screen, as if an STB was attached? We want to know how operators add value in the age of super-aggregation, so consider how this operator can help users manage their apps subscriptions, and whether it is realistic to give each household member their own meta-profile to improve cross-app and cross-channel recommendations. Could Pay TV surface topic-based interests from its rich thematic catalogues to compete more effectively with video sharing platforms?