subscription-manager and redistribution

Hi,

I'd like to know what the usual pattern is for redistributing RHEL appliances in regards to registering it with subscription-manager.

We are building an appliance that we will sell to customers. Of course, we want to image to be built automatically using our build server. But then would we be invoking subscription-manager from our build and then hand out an indentical image to all of our customers? Or would we need to get the customer to invoke subscription-manager (using our own account) when they deploy the appliance? What is the suggested pattern for this?

Thank you.