When most people think of User Experience of a product, they think of the product's physical interface which could be a UI on a screen of a virtual product or industrial design of a non-virtual product. However, the Experience (not to be confused with Jimi Hendrix's Experience), is far more than just that. It is every interaction the consumer or user has with the product and the company that produces it.
You can see examples of this with most restaurants. It isn't only about the product (the food). It is also about the experience (the atmosphere and the service). Think of Starbucks. The coffee itself is probably not enough to make it as popular as it is (IMHO).
When you deliver an online product, make sure you think beyond just the product. Comcast has done that in a very unique way. Their approach might not be right for everyone, but it certainly is an innovative way to use the social nature of the internet to better provide an "Experience"