That may sound like a lot of fanfare, but ESPN’s new direct-to-consumer service has launched with much less of a circus than a media industry watcher might have expected one, three, even five years ago. That’s because ESPN is releasing a revolutionary new project that it doesn’t really want you to buy.

In an effort to provide content to ‘a new generation of consumers,’ Thursday change should have a broad impact.

Lyft rides and New York City subway cars will drive the message that consumers can get ESPN without cable for the first time.