The appeal of privacy coupled with the strength of affinity leads to high levels of peer-peer and peer-firm engagement, just as in the offline, face-to-face world.
Religious concerns about ethical and moral lapses in business run high, yet many Christians see a deep affinity between free economies and religious principles.
No doubt, particularly in Texas, having killer statewide high school football coverage would draw in viewers who may well have no affinity for the University of Texas.