Now that may seem like a lot, but considering the extra you pay for Cable or Satellite plus the extra cost on top of that for HBO. So an extra $10 to get to stream HBO shows and movies in a timely manner may not in fact be such a bad deal. With such big hits like Dexter, Sex in the City, The Sopranos just to name a few. Plus with it's ever growing movie library this might not be a bad deal.
Doing a tier system is not a completely new thing to Netflix. They already charge a little more bit more for Blu-ray movies so they know that some people are OK with paying a little extra to gain access to premium services. My big hope is that is proven successful and all of the movie services follow suit.
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