The data will be more accurate, of course, but it should also help the TV business understand channels and regions that normally don't get much attention. A small group of panelists can only watch so much programming, and can't possibly tell you what a specific market (at least, outside of major cities) is watching. Set-top info from millions of users changes all that -- it'll be more apparent if a specialty channel is blowing up, or if a show appeals to a certain slice of the country. You could see TV providers shake up their show offerings to reflect what people actually want, rather than making a stab in the dark based on limited knowledge.