I actually do watch HBO, but I can see exactly how this works (and how I got sucked into the super-premium package). You sign up for the standard internet+tv bundle, for say $60. Then you get HD for an extra $10 or $15, then the DVR is only an extra $5 a month on top of that, and then they ask you about HBO. And you think, "I've seen some good shows on HBO, that's worth the additional small percentage of my cable bill (now up to $80/month)".
And then you don't watch HBO (or at least not as often as warrants the money you spent on it). It's like all those 'options' you get when buying a car (Only $200 for floormats? that sounds like a deal!). I think it's called the bundling effect or something similar.
You wouldn't think that the availability of HBO online for say $10/month would change that dynamic much, particularly if the additional cost on your cable bill to get HBO is less than that.
And then you don't watch HBO (or at least not as often as warrants the money you spent on it). It's like all those 'options' you get when buying a car (Only $200 for floormats? that sounds like a deal!). I think it's called the bundling effect or something similar.