With a sign "Soon to be SEEN ON TV". (can't lie)
It's like I believe, most city dwellers and a lot 'further out' today don't know that OTA even exists today. That was something grandpa and grandma had. "It's different today'(mindset) Gullibility rears it's head, as they(the younger generation) have been bombarded with commercials delivered via cable, satellite, and now the interweb. A real news paper? On their 'last gasp'. More heavily laden with adverts to try and stay afloat as subscriptions have fallen. The 'younger generation' doesn't subscribe, they're not interested with news, but what their Facebook friends post. (Whoops - got way off subject)
OTA, by the way, is only a few key clicks from being scrambled. It's a 'built in' feature of all the commercial encoder/modulators I have seen the specs on. It will happen, given the 'current economic course', and only a matter of time, IMHO.
Think about all the jobs that will create - A whole new market- For some time there will be OTA STB descramblers until 'built in' is commonplace. Overseas manufacturing. On shore distribution and sales. Installation technicians. Billing, marketing, and computer techs to keep the billing software running. WOW.