Hulu at any price is an overcharge in my opinion. Why? because, it's advertisers that should pay, we are the vewership that they are advertising to whom in turn make purchases of their products (if so desired).
Besides, TV has been free for years, yes, there is cable we pay for but we pay because of the quality of the channels and/or number of channels we get.
Not only that, there are so much competition in this area already that it seems very hard and unlikely how you can have a successful business plan of charging $9.95 on one platform when it is already free on other platforms and not to mention Neflix for $9 a month, Hulu just doesn't compare.
Really, how many people do they honestly think are going to pay $9.95 to watch content on an iPad when one can watch Hulu for FREE on a Mac Mini connected to the TV? Do they honestly do any research before acting on their decisions? Don't they think their business plan is out the window when the closest competitor offers it for free? How long did they think they could go on before someone else out-beats them to the game.
I hate Business executives that care more about money than caring about their products and customers first. Yes, they are in a business to make money, but when greed takes over, you've lost the game already. Good-bye Hulu Plus on iPad. Going to stick with ABC and Netflix on my iPad.