The proliferation and diffusion of products that are based on technological standards, such as digital video discs, depends on gathering co-sponsors who provide complementary goods (such as films and games in the case of digital video discs) that are valued by the end users. Previous studies have documented how complementary goods are delivered through the creation of business ecosystems, informal agreements, and strategic alliances. Few of those studies, however, have addressed the nature of the complementary goods that are offered, or sponsors’ attitudes toward them. This study, which focuses on the impact of the adult entertainment industry on the spread of new technological standards, highlights the extent to which the sponsor of a new technological standard is willing to go to reach an agreement with a co-sponsor, despite the controversial nature of the goods being produced. A review of three case studies involving adult entertainment content for online, video, and smartphone applications shows that the main technology sponsor often has difficulty deciding how to deal with the availability of certain complementary goods. It also sheds light on how providers of complementary goods in any industry can gain acceptance from the main sponsor of a new technological standard.