This is how Comcast wants it -- they're still a cable company, and even though they've started pushing online, they're still a cable company first and foremost. They don't want to sell you a $20 pass to the Olympics or even a $20/mo subscription to Peacock; they want to sell you a $150/mo triple play and $20/mo home security system add-on (that may or may not actually function), because the company seemingly still thinks it's 2006 and there's nothing better.