Since my cable company runs a TVGOS inserter, and they will be continuing to buy the Program Guide data for their STB's from Rovi, my dream would be that the STB data could be shared with the inserter.
I can see Rovi not wanting to support the "for free" broadcast stations (PBS, CBS, whatever), but why not offer support to their cable system operators?
Up to recently, my cable company would give out one digital STB or a cablecard for no additional cost. Starting this year, they will be charging the STB customers $2.95 to cover their increased cost for the Program Guide data . I would consider paying $2.95, too, for my cablecard, if that went toward the TVGOS Program Guide.