Missing From the Super Bowl? Digital Media Ads

There was something missing from this year's Super Bowl. No, it wasn't a Manning; there was one of those. It wasn't played out GoDaddy ads, there were more than enough of those. No, missing this year? Digital Media ads.

In the past we've seen Apple partner with Pepsi for music giveaways, buymusic.com take on Apple, and Microsoft's Zune. It would've been logical to expect Amazon to push the Kindle, or Barnes & Noble to promote the nook. No Droid ad, not even a hulu ad. What does it mean? Has Apple conquered digital media so thoroughly, and has the e-reader industry so frozen in their tracks, that no one bothered to compete?

With the exception of FLO tv which is only a competitor to Apple in a vague sense, and an ad for fifth/sixth place Boost mobile, (and we'll throw in the google search ad) it was the first Super Bowl in maybe ten years to not feature any direct competitor to Apple. Is it the biggest sign of Apple dominance, or merely the calm before the storm?