Qualcomm's opting for the "la la la la, I can't hear you!" approach to the EU's decision to roll deep with DVB-H, it seems, committing $16.3 million in the UK to scoop up about 40MHz worth of nationwide spectrum for testing its own MediaFLO there, seemingly in an effort to woo locals to FLO's benefits. To be clear, Qualcomm says that it won't go solo with a commercial launch -- it wants a business partner to do that, much as it uses Verizon and AT&T in the States -- but it seems like the company has no problem dumping a few quid into getting the rejected standard some time in the spotlight. The odds are certainly against it, but hey, you've gotta admire their commitment.