"because the company couldn’t secure long-term exclusive content licenses from its owners." Why is it that everyone thinks they need exclusivity? Hulu doesn't

"because the company couldn’t secure long-term exclusive content licenses from its owners." Why is it that everyone thinks they need exclusivity? Hulu doesn't have enough infrastructure already to maintain their customer base? Seems to me they've got more than enough... PCs, Game Consoles, even some TVs have built-in support for it... And few others have any support at all.