A post on the Los Angeles Times Blog talks about how InstantAction is looking to compete with a growing group of cloud-gaming providers, a change in direction from service's launch as a home for web-based games. As new CEO Lou Castle explained last summer the service is capable of streaming even the most demanding games, and a post on CNET News elaborates, saying that games will indeed stream from the service, but will also be resident on user PCs: "In addition, InstantActin's [sic] technology enables progressive downloads but allows people to start playing, even while games are still coming over the Internet. Once the game is finished, it is resident on a user's computer. A full-scale, AAA console game sent over a high-speed connection would take about four minutes, said Castle, but players could begin the action in the interim." The article also explains InstantAction's business model: "Regardless of whether someone rents or buys, the games they choose--and no titles have been announced yet--play in the browser. However, the model allows publishers and players alike full choice over where the games appear: they could be embedded in Facebook, a reviewer's site, a fan site, an e-mail, or a player's blog. In that sense, InstantAction CEO Lou Castle said, the content being delivered by the service is much like a YouTube video."