If you paid $200 to watch the Universal Sports streams live... you got an outage instead of the USA-Samoa game live. As an added bonus they posted 'news' headlines on the "can't watch your game" page, the news items mainly consisted of scores from matches you were probably planning watch before you ran into their network outage.
$200 and they spoil the scores in the first weekend. It is hard to legally watch the game in the USA, the exclusive rights holders keep managing to shoot themselves in the foot and deny us the ability to watch what we pay for.
Sports Bars typically would get Setanta for a few months, if they didn't have it already, and pay something like $5k for the tournament. So $20 a head cover charge is pretty typical from past tournaments and important internationals. World Rugby would probably make more money at $8 a match and picking up casual viewers instead of pricing that leads folks to make an event out of it and collectively pay the $40 for on-demand.
The streaming 'expires' in December so you can't even on-demand it whenever you'd like; but to be honest I paid for the streaming last world cup and never went back to re-watch the matches.