Sony has joined forces with six of the top cable companies in the U.S. to adopt tru2way technology in its TVs, thus eliminating the need for a set-top box when accessing television and other interactive services. and anyone else working on a set-top box should be nervous. Read more about it here.

Apple, Netflix, Sezmi

Apparently, Sony isn’t the first TV manufacturer to jump on the tru2way bandwagon. Samsung, Panasonic and LG have all signed licensing agreements to use the technology in TV sets that will go on sale as soon as the upcoming holiday season.

What do you think about that?

Love when boxes get sucked inside of some other gadget -- it's like survival of the fittest. Darwin would be so proud ...