I've read a few references to HBO lately(other than all the well deserved articles on the HBO network's high quality programming like Deadwood/Sopranos/Carnivale).
HBO in the context of search marketing (yeah, the acronym sucks) really just means usability. A highly functional site that is easy to use is, following the trend set by Google, likely to rank better than a crappy site.
Ok... so SEO (Search Engine Optimization) is replaced by (Human Brain Optimization). My thoughts are that if your site isn't HBO, why bother with SEO in the first place? Search Engine spiders don't buy your crap.