DirecTV needs to compete. You'd be hard pressed to show me a cable company that carries less HBO/MAX channels in HD than D*. Even Time Warner/Bright House have finally gotten on board and picked up many of the feeds.
It is plain and simple, if they don't add premium channels, many subscribers will leave. They have plenty of open slots now and a good chunk of them better be filled with HD premiums.
The only cable option in this area (metro area population around a half million) is Comcast. They only offer a grand total of 2 HBO/Cinemax HD channels.
It's all relative, my friend.