Dunno why anyone would pay when material like that on http://venture-lab.org is free. Just looks like a rather ill-conceived attempt to cash in on the startup bubble "pay us $100 and we'll give you something you could google in 5 minutes".
I don't think 5 minutes on google can solve the problem that Startup Plays is trying to solve, if it could, everyone would be a Startup Superstar.
I can understand your skepticism, but if you knew Scott Annan or any of the team at Startup Plays, I have a very hard time believing your impression that this Startup Plays is an "ill-concieved attempt to cash in on the startup bubble".
Virtual/online incubators like this are popping up seemingly weekly. Making startups pay at the point of entry will just move them to services that don't, cash tends to be one of the biggest problems for the target market.