Absolutely right. "Major setback" is incredibly removed from "dead." If you want to know what "dead" looks like, you can get a decent idea from classic cable TV, or perhaps the pre-Internet Microsoft monoculture -- where nearly no one even thinks to ask the question; e.g. If I want my own TV station, tons of lobbying, or if I want a program people use, you have to do it Microsofts way or no way at all.