Good point about iTunes U from Jim Groom as he criticizes the general impression being fostered that "'everyone' is doing it." He notes, "In Virginia it seems like UVa, William & Mary, VCU, Radford, Va Tech, and many more have jumped on the bus. Why are they doing it? It could be because they haven't been playing with more sophisticated, web-based options for media-casting, aggregating, and customizing their own space with free, open source applications that have easily accessible RSS feeds built in." Echoing Gardner Campbell, he writes, "Apple is really trying to create a situation of "vendor lock-in" by providing a branded digital management system that offers little beyond a customizable homepage for selling their products."