what a dumb move. i like hbo so i really hope this doesn't tank the company but if you are going to bite the hand that feeds (cable companies) you'd think you'd want to gather as big of an audience as possible with your new service.

oh well. so long as hbo go still works it doesn't change much for me other than delay how long it will take me to actually pay for the service i'm using.

They were NOT going to price it LOWER then cable subscribers pay for it now..   $15 is about that price or lower. The Cable companies would have been pissed off if HBO did that, and they STILL are and will be for many years the normal way people access HBO. 

And you are paying for Internet either way..   so not sure how jusy paying this makes it equal the same as cable..  This is for cord cutters.. People who aren't paying for cable.. and just have internet and do sevices like NetFlix, Hulu, etc..

What if HBO NOW is blocked on Apple devices by your home internet (Comcast)? 

Currently, you can't watch HBO GO on PS3/PS4 at home via Comcast home internet because it's blocked. 

HBO NOW is exclusive to Apple, but Verizon, Comcast, and Time Warner can block streaming via their internet service.

Comcast can't BLOCK it (The govenrment would be all over them)..   That was the whole point of NET NEUTRALITY. Thet cant block or throttle services that are legal.          This is not the same has HBO Go.. which is tied to your cable service..    

Meh. Least can watch Game of Thrones at my friend's house this Spring.

A new Apple TV costs $69 and you can probably get a used one for $30 - $50

hhhmm that's a bit different then. I thought it wasn't going to be on PCs either. 

I'm not so sure they are biting the hand that feeds them actually. Well I only say that cause they announced this service at Comcast convention or something similar to that. So I think they've already discussed this with them. I could be wrong though and they announced it at this convention to be Dbags and hopefully get other channels involved effectively removing all the pressure off them.

So we should buy a new box for every TV channel then? The whole point is, that most  people have a streaming box or 7 already. The new HBO app was supposed to be convenient for those of us who are cable cutters. This is hardly convenient, to buy a piece of hardware for one app.

Seems to me like the cable olverlords weren't happy with this and HBO have rolled over and took it. i.e they have made it so that most people will still stick with cable if hbo was the only reason to do so. Or at least, now most people won't be encouraged to ditch cable, because they already have a box that plays hbo. And yes, the general consumer is that odd.