It was poetry in motion to watch Virgin Media’s Chief TV and entertainment officer, David Bouchier, describe aggregation as a “horrible word” at this week’s virtual Connected TV World Summit, just moments before yet another partisan panel preaching a so-called “aggregation masterclass”. Bouchier’s condemnation of aggregation more than likely stems from the sheer marketing abuse and overuse the term has endured in recent years under various guises, no less in the latest super aggregation trend which ebbs and flows depending on what fits the latest narrative. Nevertheless, his dislike for content aggregation as a term does not reflect the strategy of the UK operator nor its parent company Liberty Global, which is betting heavily on bringing third-party streaming app experiences…