Maybe they are attempting their own "Netflix" or "Gamefly" type of game rental system? Wouldn't be the first time. I had Sega channel in the early 90s. Would be interesting to see something similar.
ISPs would be more ideal for a service like Gamefly. They already offer services like Netflix. They can setup servers at the head office and negate the need to go through more isps decreasing latency and increasing speed. If Comcast won in regards to a special lane for Netflix, the setup would be similar. As far as Cable ISPs, Comcast is better than Time Warner. They both are a bit slow, but Time warner is a hodge podge of various ancient networks.
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Comcast Looking to Ruin Something Else, Wants to be Worse Than EA (Will Succeed)
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If Comcast won in regards to a special lane for Netflix, the setup would be similar.
As far as Cable ISPs, Comcast is better than Time Warner. They both are a bit slow, but Time warner is a hodge podge of various ancient networks.