Sql Server 2005 Notification-based Cache Invalidation

I'm trying to set enable SQL cache invalidation on a webpage, specifically on a a datasource that fills a GridView. 

The website http://beta.asp.net/QUICKSTART/aspnet/doc/caching/SQLInvalidation.aspx makes it sound so very simple, and I have attempted to do all that it says, yet something just isn't right.  The site says that the following needs to be done.

Queries must explicitly include column names in the SELECT statement. Using "SELECT *" results in a query that will not be registered with Sql Server 2005 query notifications.
Table names in queries must include the ownername. For example, if you issue a query against the authors table in the pubs database, the query must reference the table as "dbo.authors".
The security identity running the query must have rights to register queries for notification in Sql Server 2005. This right can be granted with the following T-SQL command: GRANT SUBSCRIBE QUERY NOTIFICATIONS TO username.
The security identity running the query must also have rights to send query notifications from Sql Server 2005. This right can be granted with the following T-SQL command: GRANT SEND ON SERVICE::SqlQueryNotificationService TO username.

I've done items 1,2 & 3, but when I attempt to do item 4 I get the following result in TSql:

Msg 15151, Level 16, State 1, Line 1

Cannot find the service 'SqlQueryNotificationService', because it does not exist or you do not have permission.

My login account has sysadmin priviledges, so I'm guessing the latter part of the error doesn't apply to me.  But what do I have to do to get SqlQueryNoticationService to exist?