Cable companies don't want to offer a la carte programming because it will cost them money in two ways. First, people will pay for fewer channels. Second, there will be increased administrative costs associated with individualized billing.
In many ways, I would like to go a step further and make all cable television pay per view. I need some incentive not to watch Road House on TNT for the 63rd time. Any incentive for Americans to be conscious of how much television we watch is a step in the right direction.