A system, method, and computer-readable medium are disclosed for separating the installation of an operating system from the fulfillment, installation, and entitlement of other digital assets. Information associated with the purchase of a system and digital assets to be processed by the system is received, including the system's unique system identifier. The unique system identifier is associated with the digital assets to generate digital assets entitlement data. A personalization agent installed on the system determines the system's unique system identifier and automatically downloads the purchased digital assets, which comprises an operating system (OS), and their associated digital assets entitlement data. Once downloaded, the personalization agent uses the digital assets entitlement data to first install the OS according to any restrictions imposed by the OS manufacturer, and then the remaining digital assets, on the system, which is then entitled to process the installed digital assets.