One of the objections to Rupert Murdoch's News Corp securing total ownership of BSkyB concerned bundling.
Critics (including me) suggested that once he owned all of BSkyB, he could put the squeeze on rival newspaper groups by loading video material from Sky on to the Times and Sun websites. It would therefore give his company a considerable commercial advantage.
I recall a debate at City University London in which someone - I think it was David Elstein - pointed out that there was nothing to stop him doing that right now (so it was irrelevant to the argument about whether Murdoch assumed 100% control of BSkyB).
He was right, of course. Murdoch, even with a 39.1% holding, could flex his cross-media muscle whenever he chose. And so it has come to pass.
By paying £20m or more, News International has secured a deal to show Premier League football highlights on mobile and internet versions of the Sun, Times and Sunday Times. It is the first example of the power of bundling.
News Int has out-bid Yahoo! and ESPN, who previously held such rights, to boost audiences for his newspaper websites.
Under the agreement, the titles will be able to present up to eight 30-second clips of key moments during live matches via mobile devices (though Saturday 3pm kick-off clips will be delayed).
No wonder News Int's chief executive, Mike Darcey, called it "a major breakthrough for the company." It certainly is that. And it's also a major blow to other newspapers. They are being bundled aside.
Incidentally, Murdoch is illustrating once again - as he did with BSkyB originally - that content counts more than platform. He built the Sky audience around football rights and is clearly aiming to do the same with this initiative.
Will it work? My hunch is that his next move will be the charge for access to the Sun website, as he does with the Times and Sunday Times.
These clips already have a large following (including my nine-year-old grandson and all his football-mad friends). And I note from a BBC Newsbeat vox pop, that they are far from alone.
The old News Corp fox remains as shrewd as ever.