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Greetings from Dish Team Summit Day Two!

I don't disagree, but I do think they wanted more from the purchase than just the name. As mentioned earlier, the on-demand technology was also a target. We don't know what else might have been in the package.
Maybe that technology went into SlingTV. But I doubt it since they had lots of issues getting SlingTV to work right.

I no longer remember what their plans were for Blockbuster; that info is somewhere here in the archives. But it sounded great enough I still remember being impressed. All that stuff with the possible exception of on-demand tech was all pissed way.
 
We don't fully know what they wanted out of it, but we know what they got (from the 2011 10-K):