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The cable company offers bundled services such as TV plus phone plus internet but the other bundling is programming. This is where if you want movie channels you have to subscribe to the basic TV package, the digital package, etc. which has the effect of forcing customers to pay for programming they may not want.
As I recall, in the early days when cable evolved from CATV the FCC allowed bundling of programming services to enhance the profits so the cable system building could be funded with the intent that once the cable systems were established bundling would no longer be the accepted practice. But like temporary taxes some things just don’t go away if there is money to be made.
As far as I am concerned, the cable company won with this bundling. They still bundle but I cancelled. Pyrrhic victory is common in business these days.