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You can already sign up for HBO Go with Comcast without having a TV plan. They'll bundle it with your internet plan.

Is that something you had to call and ask for? Doesn't seem to be an option for me on their website through my existing account.

They call it "Internet Plus", I believe they were only running it as a trial in certain markets: http://gizmodo.com/comcasts-hbo-internet-plan-is-the-one-you...

You can try calling them and see if they'll give it to you.

It was a plan on the website for me.

I was thinking this is their first experiment into offering content outside their own platform. While the content isn't spectacular, it's at least a step in the right direction.

The content is actually spectacular. The Wire is one of the best shows ever made.

I'm not sure I understand what you're suggesting. To me this says that HBO is becoming more like most other content providers.