Picture a family watching a playoff game: an odds ticker under the score, a free-bet promo before kickoff, betting logos on sleeves, a halftime odds segment, then a same-game parlay read. That's not a sponsor riding alongside; that's betting woven into the product. My opponent's 15% participation figure measures behavior, not exposure, and it doesn't rebut saturation or youth priming. And yes, the game is still the main event, I grant that. But takeover doesn't require betting to replace the sport; it requires betting to occupy a dominant, unavoidable share of the broadcast environment. By that measurable test, it has.