4K streaming, mobile broadcasting for the crowd, generalized delinearization, worldwide video events... #ott delivery is just multiplying the challenges, as customers' expectations are raising each day in terms of video fast-start, instant channel switching, lack of buffer and high frame size/rate - on all devices in all network conditions. To answer those challenges, OTT delivery answer today is basically more unicast sessions, more servers, more peering - and less and less guarantee of satisfying end-user experience as long as there is no specific end-to-end paid agreement to guarantee that the path will be provisioned from the origin server up to the video device. Even in this ideal scheme, the device might still suffer from poor wireless conditions which jeopardize the experience. So, how do we deal with all this stack of potential problems: do we stick to the aging receipts, rely blindly on Moore's law and perpetuate a hopeless #cdn weapons race? Or do we try to find smarter ways to make the OTT growth reach a sustainable delivery model ?