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Early on there were some labels (mostly independent labels) who embraced the internet as a means to distribute there music while most of the larger companies kicked and screamed about how much money they were 'losing'.
Fast forward to today ... most of the major labels have at least grudgingly accepted the internet as viable content delivery system and several strides have been made to make using it that much easier.
It may be the case that Stardock represents that the same type of market as the independent label did in the music industry. Perhaps then in a few years we'll start seeing the larger companies come around.
Or perhaps I'm making a useless comparison, but it seemed to work in my head.
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