But surely you can perceive a difference between MLB, which developed in-house tech that gave them a competitive advantage versus other sports groups and enabled them to build a successful business providing that service to other companies, and the ones that buy in that tech. MLBs investment put them years ahead of their competition in that area.
I'm not sure how much was the tech. It wasn't all developed in-house anyway; they were a big reference for at least EMC ages ago. But certainly, like a number of the more successful media/entertainment companies, they recognized that technology was important at a time when you couldn't just get it off the shelf.
Today it's less clear that the tech is still as compelling a differentiator relative to the content.