The idea of offering a select few quality channels for a small top-up fee is one I think could work well, IF advertised properly. As in "If you like what you see on freeview an add on pack is available". But it needs to be integrated into Freeview marketing which we all know the BBC won't (and shouldn't?) do.
A selection of lifestyle channels, old films and repeats do not count as quality viewing. With that lineup I can't see it lasting too long. Which is a shame because if/when it fails its likely to put another set of nails in the coffin of pay TV over DTTV.
The channel sharing also means its pretty much a rip off.
I think it needed to have been devised and planned when the mux licences were given out and a full mux dedicated to it, if technically possible broadcasting on a different mode to give a little more capacity.
If Discovery, sky 1, e4, a music channel, a film/ent channel along with a few others were offered (similar to ITV Digital's base pack) it could have done well.