High-stakes bidding for legacy media assets like Warner Bros. is driven by status-seeking among the ultra-wealthy, not a sound bet on the future of media. They are acquiring prestigious "shiny objects" from the past, while the actual attention economy has shifted to platforms like TikTok and YouTube.

Unlike the infamous AOL-Time Warner merger where an overvalued tech stock bought a solid media asset, Netflix, a genuinely valuable company, is considering buying a legacy media library at a potentially inflated price. This signals a strategic shift from bubble-currency acquisitions to potentially overpriced consolidation by established tech players.

The intense bidding war for Warner Bros. Discovery is driven by unique strategic goals. Paramount seeks subscriber scale for survival, Netflix wants premium IP and sports rights, and Comcast primarily needs modern franchises like Harry Potter to fuel its profitable theme park business.

Corporate leaders are incentivized and wired to pursue growth through acquisition, constantly getting bigger. However, they consistently fail at the strategically crucial, but less glamorous, task of divesting assets at the right time, often holding on until value has significantly eroded.

The old investment banking model of mass-emailing a deal to many potential buyers is ineffective for media assets. Selling a media company now requires a custom, hands-on process targeting a handful of highly specific, strategic buyers, as the universe of potential acquirers has shrunk and their needs have changed.

The historical advantage of simply carving out a business that a corporation undervalued is gone. Increased competition and complexity mean that without a critical eye and deep expertise, carve-outs are now just as likely to fail as they are to succeed, with average returns declining over the last decade.

The M&A failed because both telecom and media required massive, simultaneous investment to navigate their respective industry shifts. A single public company's balance sheet and investor base lacks the capital and patience to successfully execute two resource-intensive pivots in parallel, a crucial lesson for corporate strategy.

Massive M&A deals for legacy media are backward-looking financial transactions based on past earnings. The truly transformative acquisitions (like Facebook buying Instagram) are smaller, forward-looking bets on future trends like user-generated content.