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Free X1 Upgrade Offer via Cable Box Notification

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Something interesting just happened this evening, and I'm curious if anyone else has seen it. At about 8pm I received a notification from Comcast on my cable box (a DCX-3400), informing me that I qualified for a free upgrade to the X1. Following the alert takes you to a VoD movie touting the benefits of the X1, and a further link to order the self-install kit. Unfortunately the offer closed itself while I dug out a laptop to look this up and see if there were any catches (it's Comcast...). And since then I haven't been able to bring it back up to actually place the order. But I'm curious whether anyone else has seen this. I know in some markets Comcast has been sending out emails (which I haven't received), and my Google-fu isn't turning up anything. In which case I guess this is something new that Comcast is trying? If nothing else, I'm still trying to figure out what the catch is. :p

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