To a casual observer, Warners might look like they don't have a clue

It's not so very long since Warners decided to tear up its current digital strategy and call its investment in Imeem a write-off.

Now, it's had a change of heart and is building new bonds with the struggling media service, only this time not giving them any (more) money but just handing over loads of licenses.

At best, this might have been a clumsy negotiating position - Warners playing hard-to-get like a high school prom date - but even so, it gives the impression that there might be less of a coherent policy at Warners than a big, spinning wheel of 'what shall we do now, then'?