I don't think the idea is to gain traction, but to be ready to switch to a non-addon model when the bubble bursts. Espn and HBO have set themselves up with excellent apps and web services. Right now they are (frustratingly) only available to cable subscribers, but if at some point in the future we see a mass exodus from cable companies then all they need to do is add a way to pay them directly and they have a full, independent subscription service.