Given their example scenario ("moment of truth"), I'm far more likely to just buy an episode of something for a few bucks on iTunes. That way I have a much better chance of finding what I'm looking for, and I can watch something current if I want.

I'd prefer a subscription, and I don't really care to own a random episode, but if I was watching so many shows that the money would be an issue, I would have a cable subscription (I don't).