I guess if I pay for a full show, I want at least 90 minutes of action.
If I pay for a movie, I want a 90+ minute movie, not a 60 minute movie.
If I pay for a four course meal, I want more than the entree.
If I pay for a baseball game, I want 9 innings, not 6.
If I paid for an NBA game, I'd want 4 quarters, not 3.
If I paid for a hockey game (which I never would), I'd want three periods, not two.