That would make sense for those AT&T broadband customers. The new service would have to be built very differently from DNow, which is apparently using Akamai for CDN.
It might be just as simple as switching out Akamai for their own AT&T Content Delivery Network. (One wonders, though, why they're even using Akamai in the first place since they seem to have an in-house competitor to it.)
AT&T Content Delivery Network (CDN) Services