A system, method, and computer-readable medium are disclosed for separating the purchase of digital assets from their fulfillment. 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 and their associated digital assets entitlement data. Once downloaded, the personalization agent uses the digital assets entitlement data to install the purchased digital assets on the system, thereby entitling the system to process the installed digital assets.