They have to play all sides. Replacing FM listening is like replacing oil: there's no one platform that big. Half of listening occurs in cars, and as the fleet turns over to TCP/IP listening over the next decade, NPR has to be there wherever. There will be branded apps, they will serve third-party apps and car specific apps, etc. Another audio provider (i.e. Pandora) could license NPR content and have access to the same APIs. I am not suggesting this is in the works, just a pure hypothetical argument. I haven't worked there since February but I did work on APIs and worked on this listening app a few years ago.