Re: Seems odd to limit access to HBO Now.
You can get as angry as you want about content exclusives, but content distributors want it that way because it maximizes their market power. If House of Cards was available on Amazon and iTunes, there's less incentive to subscribe to Netflix.
An exclusive with Apple for three months benefits both Apple and HBO. HBO benefits from the publicity Apple gets around the Apple TV price cut and the event where it was announced, Apple TV gets increased stature compared to the competition for being the first to carry HBO's long awaited online offering.