Absolutely. They've got a portfolio of content which is pretty distinctive (as well as the live channels) and as a known brand in it's own right, could drive a decent number of new subs who, more importantly, may be liable to stick around if there is a constant stream of new Hallmark programming...

Like you say, it's going to be easy to mock from some quarters because it's not a huge budget Star Wars or dragon show but strategically, it's a pretty canny move...