HBO is just testing the waters here. But this is a hopeful sign for people wanting a shake-up of the current delivery model.
I've said it before, the only services that can truely start a major shake-up in content delivery are HBO and ESPN. Once either one, or both, of these services have a subscription model not dependant upon the cabelco/telco/satcos, everything will change.
Could you imagine if sports channels offered direct subscriptions in HD?
The amount of channels people have to subscribe to just to get sports is insane.
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