1. A method comprising: receiving, from a customer, a selection of digital content and payment for the selected digital content; delivering to a customer computing device a package containing license acquisition information including a site location for an executable controller, the package being without the digital content; downloading the executable controller to the customer computing device, the customer computing device including a digital rights management (DRM) system to ensure that the digital content is rendered in accordance with the license, the executable controller, after downloading, directing the DRM system to send the package to a retailer with customer-based information; receiving the package with the customer-based information, and adding retailer-based information to the package generating a modified package comprising an actual license request; sending the actual license request to a licensor; providing to the licensor the actual license request the actual license request including the customer-based information obtained from the customer and including the retailer-based information, the retailer-based information identifying the retailer to the licensor and acknowledging to the licensor that the retailer owes the licensor a portion of the payment received from the customer for the selected digital content in accordance with a defined business relationship between the retailer and licensor; providing to the customer computing device, a digital license corresponding to the actual license request, the license acknowledging that the retailer owes the portion of the received payment to the licensor, wherein the digital content is downloaded to the DRM system of the customer using the executable controller after the executable controller senses receipt of the license; determining, from the defined business relationship, the manner in which the received payment is to be shared between the retailer and the licensor; and providing to the licensor from the retailer the portion of the received payment.