TV Everywhere is here to stay. And the cable industry’s lucky to have Comcast as a tireless and invaluable advocate for authentication, especially considering that it now owns a major content powerhouse called NBCUniversal. The resulting nexus of influence means that Comcast can—through its sheer force of will and marketplace power—make TV Everywhere happen industrywide among both distributors and programmers. And the company is doing just that. Comcast Cable SVP, Digital and Emerging Platforms Matthew Strauss and his team have modeled much of their authentication philosophy on lessons learned from VOD (another area Comcast led from the beginning). And the ultimate result is that Comcast brings a perspective, wisdom and moxy to this new area that will continue to propel it forward despite any hurdles and outdated business rules that stand in the way.