yeah but it's all subscription based. Everyone loves the traditional HBO model, and it works, if you can shore up enough content. But once you move into the transactional space, there isn't much going on unless iTunes have a TV store (which they don't).
Hoping it's all going to change in 2013. Great that there is so much more digital choice, but customers should be able to choose between subscription and pay-as-you-go as well...