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A non-profit entity may happily sell things in-game while remaining a non-commercial entity. Do you understand what it means to be a commercial entity?
That is why I said "networks" not "cable companies." Plop an antenna on your tv. You can then watch tv free as long as you want without ever shelling out a dime.
You may also want to consider that more than one MUD makes use of advertising as a revenue generation tool already.
--matt
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