said by openbox9:I didn't mean to imply that it doesn't make sense for the ISPs, just that it's likely close to a zero-sum game for them.
Just like the Disney model for ESPN, HBO knows that it can generate more revenue by forcing a known pool of consumers into paying additional monthly dues versus taking a chance to potentially sell to an unknown group of consumers. Do you honestly believe that HBO would garner more subscribers as a standalone product than it would be forcing the content upon existing consumers? I doubt it.
OTOH, if enough content owners start making these deals that it exceeds what cable/ISPs are willing to pay, it may generate an interest in opening the model outside of the selective garden. This may lead down a path towards à la carte premium content offerings that we'll never otherwise see from current providers.
I think they would get more subs. They would have the existing model plus this HBO Go nonsense for those subs who wish to view the content on their PC's. In addition they could have new subs direct or people that are "cutting the cord" could switch and give HBO money directly. I don't see it as a replacement (not yet at least) but a new way to do business in addition to. 
