While Terminator 2 is the content purchased, both the purchase and the consumption of that content must take place in a context—via a cable channel such as Home Box Office (HBO) or Cinemax. In other words, for customers to purchase and consume a pay-per-view selection, they must first have some loyalty to (subscribe to) a context in which that selection is vended. Of course, the context in which the company-customer interface is established and through which customer loyalty is maintained cannot exist without the cable-TV system. The cable system is the infrastructure of Time Warner’s owned and operated cable systems, as well as a variety of other multiple system operators (MSOs). The MSOs carry HBO and Cinemax, among other branded programming contexts, to subscribers as enhanced or premium services.