tru2way was not industry developed, it didn't meet the needs of the rapidly expanding need for network flexibility. another point cable boxes are expensive case in point (the TiVO) they are typically between 300 and 400 us... why is 7$ / mo for a box unreasonable if when it breaks you get a new one and you don't have to pay for the trouble call in most cases ether. People have been paying for convenience of replacement for a long time ever hear of a little thing called insurance. Besides that fact you CAN purchase your own set top box as long as it supports ocap your good to go with a cable provided cable card.
also the TV manufacturers killed tru2way, their were 3 tvs available that sported the product and all 3 were horrible failures at supplying support for their product. The fact of the matter is that as an industry to remain competitive we have to continuity adapt our product to bring the services that our subscribers want. you don't see AT&T getting crap for their set top boxes not working with TiVO but when the cable company trys to supply a product that works fairly well we are bunglers. I don't see the point of the argument i guess. working in the industry this one feature hasn't come up a lot. at least not as much as people asking about the DVR and weather or not i have one on my truck.