The Fiber-In-The-Loop debate is dominated by two perspectives, each with it's own set of biases. Those of us in the telephone industry have a perspective based in narrowband switched services. The Cable-TV industry is obviously biased toward delivering entertainment video. These perspectives tend to color the way we think about Fiber-In-TheLoop architectures. Both perspectives, however, may be short sighted. The fact is that consumers don't really care much about our technologies or whether fiber ever comes near their door. The just want services that save them time or money or enable them to enjoy themselves. Unfortunately, consumers can't always tell us in advance exactly what services satisfy their needs. As a result many consumers just get annoyed by new technologies. Today we find ourselves in a sea of change. Communication services and the industry structure will be transformed over the next decade. In the meantime, we face having to make architectural choices without knowing the nature of the services consumers will want. A look at the most talked about revenue sources however, tells you what we are really doing by stringing fiber closer to the home. The rock solid telephone industry is about to enter the flashy media business. Media is defined not only as a channel for information and entertainment, but most importantly as a vehicle for advertising. Today, there are four primary media. The advent of Fiber-In-The-Loop is creating the infrastructure for an entirely new media, one American Demographics calls The 5th Medium. The 5th Medium will derive its power from its unique ability to direct advertising instantaneously to highly targeted consumer segments.