And that is why a service like this won't sell, based on what I am reading this service is being targeted to the 18-30 age range but they already have access to the stuff they want to watch, why pay.
For example, most of those college age kids need is their parents or friends login/password for their TV providers and they can watch anything on their Tablets/Phones/Computers or in some cases certain channels on the Roku type devices.
For example, if they wanted to watch the last current episode of Sons of Anarchy go to FXNow, log in, all set.
For live sports, there is a ton online, Watch ESPN for example.
They don't care about live TV, if Dish was smart they would figure a way to just sell a all app service for cheap ( America's Top 50 net only maybe), just make sure all the channels apps are on the Roku or Apple TV along with the Tablets/Phones.
Cord Cutters or Cord Nevers just will not pay for Cable/TV service, it is now like a religion with them, they are very savvy at finding what they want to watch online for free, OTA, Netflix, Hulu, etc......XBMC for example is what a lot of them use.