This week at the WSJD Live event in Southern California, HBO CEO Richard Plepler took the stage to criticize broadband providers like Comcast, Charter, Time Warner Cable, and AT&T (which owns DirecTV) for not jumping at the chance to bundle HBO Now with their Internet services.

The network launched HBO Now, a standalone streaming service that costs $15 per month, earlier this year. Initially, you could only get the service on Apple TV or through Cablevision Optimum Internet service. Over the next few months, HBO Now service expanded to Android and Amazon Fire devices, and Verizon offered its broadband customers the option to get HBO Now as well.

But Comcast and other heavy-hitters in the pay-TV and broadband world have resisted HBO Now’s breakout business model.

“If you’re Brian [Roberts, CEO of Comcast] and you have 6 million broadband subs, why would you not bundle HBO and share that revenue with us? Why would you give up that real estate and not be paid for it? I don’t understand it,” Plepler said, according to Variety.

Plepler also apparently noted that his company’s data did not reflect a significant reduction in sales of HBO’s channels with TV providers. Instead, he said, HBO Now could help sell more broadband products.

The CEO said companies like Comcast as well as potential merger partners Charter and Time Warner Cable "have millions and millions of broadband-only customers," adding, "We are saying a very simple thing, why wouldn’t you want to take a product like HBO that helps preserve their broadband and think about upselling to a skinny bundle? Why not take that product, make it part of the package and share the revenue with us?”

Back in 2014, Roku had to complain to the Federal Communications Commission before it was able to negotiate a deal with Comcast to let it stream HBO Go, an online-only service for HBO customers. Other pay-TV providers have shown similar distrust of HBO's different online streaming products—leaked details of a contract between HBO and DirecTV hinted that if HBO Now got too popular, DirecTV could scale back its marketing of HBO.

At the WSJD conference, Plepler also noted that he was happy with how many new subscribers HBO Now has picked up in its first few months, but he did not say exactly how many new subscribers the network had signed.