The price point of $15 is pretty much the same of what you’d expect from your cable or satellite provider, except this can help you make the switch out of it.
They are currently in negotiations with several partners for the release, with Apple TV being one of the main aggressors to make the HBO Now service available to their users. We can only assume it will also be hitting Roku, Smart TV’s and Chromecast as well.
The only problem HBO faces is how their customer base will receive HBO Now and not get it confused with HBO GO, available to their subscribers now.