The problem I see is that only about a third of radio listening takes place in the car. So 9% car penetration translates into only 3% of all listening opportunities market-wide. Subtract the people like myself who have learned how to turn off HD to avoid the irritating fallbacks and the people who don't understand HD so can't look for it, and the audience potential is very low still.
People are not buying stand-alone radio receivers any more. And there is a definite shortage of in-home HD radios that work well. And, due to battery life, there is little in the way of HD capable portables.
In any case, consumers believe that their smartphone is their radio, and use it accordingly. There are no HD equipped smartphones.
I assure you David, they don't see their smartphone as their radio in Houston during drive time if their provider is AT&T or Sprint. It's tough enough to make a phone call here during peak times, much less stream anything. They also likely don't see their smartphone as their radio if they work in a high rise above the 10th floor. Each technology has its own challenges.
Naysayers can say nay all they want, but the rollout continues, and people are discovering HD Radio. An electrician I had doing some work for me recently at Senior Road talked at length about the HD Radio in his wife's new car. He even mentioned a subchannel that she particularly enjoys.