I gave that a go but wasn't impressed by the 1080P quality. I suspect they're using a low bitrate.

Most likely. You can get the bitrate to display (when the video controls are up maybe?) if you wanted to take a look.

Between that and whatever magic my OLED tv was doing, it looked pretty good to me.

Just a shame they haven't released it all in 4K/UHD yet...

I doubt they'll offer 4K. They want to push people toward their expensive satellite packages for that.

I meant HBO! I think GoT season 1 is the only season that's had a release at that res so far.

I was really hoping to get an HDR version of the "The long night", to address some of the banding and other visibility problems present in the episode, and maybe see a bit more of what went on. But there isn't one yet. So I watched it with the lights out so that my eyes adjusted :)

But yeah, you're probably right, NowTv has massive potential to undercut their main offering.