Any company that can do away with those cable box rentals, that will be alright by me. It's 2014, our computers have computers. Why do we need stand-alone cable boxes. We all have the hardware needed, just do it via software.
HBO could easily do $19.99/mo to start, but if all popular channels try doing the same, nobody will pay, and the prices will come down. Hell, I'd drop $5/mo for the few networks/studios I watch content from.
Imagine having a cable subscription via Apple. No additional hardware to rent except buying the $99 Apple TV. Buy channels directly from the Apple TV with a click. Charges right to your iTunes account. I'd buy HBO, AMC, Comedy Central, CNN, and maybe a couple others.
No renting cable boxes, so hidden HD fees, etc.
But guess what Comcast then raises your internet to $99/mo for 3Mbps service. LOL You can't win against these devils.