JMHO, gradual roll out in the field makes sense if something unforeseen goes terribly wrong. You would not want to incapacitate every receiver at once if that ever happens. It's better to start slowly and if everything is right, then you can pick up the pace.
So this is another "beta" and we are all testers.... again. Any testing I have done in the past always came with a perk of some kind.. Perhaps Shaw could give all the members a free PPV for thier troubles.