The user experience does kinda suck, but I think Apple TV, Roku, and other meta-streaming-platforms will solve most of that in the long run. They'll be the new cable companies, essentially. But I bet you'll get less bundling than cable has now. Although I constantly see people saying that they want bundling. "I'd love to just pay $100 / month for every tv show, movie, song, etc. out there..." That's the ultimate bundling :)
Also, for the people who keep saying they want to just pay for a single show, can't you do that on iTunes and Amazon? Buy a season pass for a show? I haven't really done this much, so maybe it's outlandishly expensive, or they have poor coverage of shows people want.