Advertisers know better. And yet, they can't resist the nostalgic temptation to view CTV simply as linear TV, albeit with faster, bigger distribution pipes. Nearly half of viewers power on their televisions without knowing what they'll watch. This moment of openness represents valuable real estate in modern advertising. The home screen's virtues go beyond size or prominence, due to the mindset it captures. It has evolved from a simple navigation tool into a critical decision point where discovery, intent and action converge.