I wonder when media will become dynamic, as in making subtle to drastic changes in a work to tailor the experience to the individual. For example, in The Fast and The Furious XXXV the main character can be either James Dean, Mario Andretti or any other actors likeness that has been licensed. Entire scenes can be condensed or expanded on the fly depending on the individual users profile. Their cars are different from viewing to viewing. There might not even be a consensus on what a work is.