'Halt and Catch Fire' appears to have been an experiment in targeting nano-audiences. In the case of the show, older tech millionaires and billionaires, and the rest of us were able to go along for the ride. It was difficult not to notice how many ads during the show were for luxury goods and high-end gadgetry. This may be why it kept getting renewed despite the low ratings: they had succeeded in reaching their very narrow, very valuable niche audience they targeted, and advertisers were willing to pay a premium for that access.