HBO Shows Go Online; What's the Benefit?

HBO has decided to put a large chunk of its content online free to subscribers. The cable network will roll out the HBO on Broadband service first in Wisconsin and then into other test markets.

The key question here: Who does this provide value for? The people eligible are already subscribers, who would almost definitely prefer to watch these shows on TV. If the shows are not currently on air, many can be accessed through HBO on Demand. Those episodes that can't be found there can be found on DVD. This broadband service is probably the third option to watching HBO faves like Curb or Flight of the Conchords. I could definitely be missing something, but I fail to see how this provides any value for HBO, and it only provides minimal value for the subscriber.

One small added plus is that the HBO on Broadband does feature a Slingbox quality, so folks away from home can access HBO through their PCs. I have a feeling that if you wanted that so badly, you would just go get a Slingbox.