How do bars and fitness centers have all those TVs and not a box on all of them?

AT&T U-Verse, Satellite TV, and Comcast all require you to have a box for each TV you wish to hook up to their service but you can walk into any bar, fitness center, restaurants with TVs all over the place and yet not a single one of them have a cable box hooked up to each one. So why do they not need a box for every TV but for those of us with home service we have to pay an extra fee for every TV we wish to have hooked up?
 
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