So... I looked into it a bit more, and I figured out "how" they're doing it.
Their guide data is just better.
Their guide data
comes from Zap2It, and it includes the Season and Episode numbers. This is easy to see, if you just visit the Zap2It website and check the current listings for yourself. Click on one of the shows (a drama or whatever) and it'll have Season and Episode numbers.
That must be served via their API too, ergo, it is available.
Probably not global (I don't know what all Zap2It covers), but in the US at least, the guide data from SageTV has always been quite nice. Not perfect, of course, but as-good-as-or-better-than any DirecTV or Cable Company box I've had in my time.
So... The question is:
Can we pay for better/easier guide data? I wouldn't mind paying a modestish yearly fee, if it would guarantee good data will keep coming down that pipe, even if I switch providers and whatnot. Sage used them, and apparently the deal was good enough that they'll keep letting me (and nwboater) use the data for the one-time price we payed way back when, all the way to now without further payment or hassle.
Not saying it needs to be that good of a deal, but perhaps some kind of a deal can be worked out? They have a License Our Content link way at the bottom of their page, which is linked to an email address. Just saying.