This is incredibly disturbing, they need not inject a unique ID like Verizon’s, they can now do it all on the backend.
When I went to start streaming the world cup, AT&T took the initiative to "sign me in" to a third party (Fox) without asking for credentials or permission. They know who you are. They know everywhere you go. And they are happy to spread what they know about you around.
I bought my dad a Roku TV for his birthday and the idea of having to go to website, login with his cable companies userid and password and then use the one time code displayed on his TV,confuses him to no end.