This is nothing but a service just like one we have in the telecom I work for, for years now.
It's important to notice that these channels are licensed for use by many ISPs and they are not their own property. As you know, channels want a cut from those users too.
And even debating those issues for years, still not all of them are available. In other hand some producers have more willingness to provide content like Fox for instance.
We've provided in our latest products video on demand too which means probably TWC will rather sooner than later follow suit.
So just take it as a step forward in the way for making content more accessible.
As for price, we made it as a premium subscribers free additional service for starting (like beta testing) and later payed service but for a reasonable price. So I feel you don't need to worry about that too because if it gets priced too high, people will just use it as a trial and leave. No company can sustain such an investment, partnerships and have no one to charge.