Not everyone welcomes the SET project with open arms. Embratel, which owns and operates the Brasilsat satellite system, has its own research centers, for example. Some simply don?t believe in the commercial feasibility of ?co-opetition? (cooperation among competing firms). Others say the project will be too costly in view of its short life span. Smaller TV stations claim to lack the funds to pay for their share of the research. Instead, they argue, it would be easier and far cheaper to adapt leading players? successful experiences during the analog-to-digital transition.