Why I hate the phrase "over-the-top" (OTT)?

I shiver when I hear folks use the phrase over-the-top. Why you ask?

Simply because the definition hinges on content not coming from the cable operator. In effect, it refers to a business model however, it is often used to refer to a service and underlying technology for delivering a video experience to devices over IP.

In the future, all video will be delivered over IP whether it is coming from a cable operator or third party. At some point it is indistinguishable to the user.

Maybe the operators need a new phrase over-the-toping-ourselves (Otto). But what about the case where the cable operator is going over a telco network to deliver video - Over-the-toping-of-the-other-guy (ottotog) :)