This is where NBC and Fox's content is going to be available online, so this company with no name will not be going away, unless it collapses before the launch. In the long term, the advertising revenues from NBC and Fox's online video should be very respectable.

As long as the shows are free to watch, it won't be a disastrous failure because there aren't many places to easily and legally watch online network TV. The best way to compete with piracy is to give your media away. If they insist on charging for everything, it'll fail.