Those who argue that YC is expensive, are saying it's not worth the upfront capital of ~$6,000. They're right - it's not. $6,000 is easy to come by.
However it's the rest of the package that's so valuable - the press / support / mentorship / etc. Heck, I'd give YC 6% AND $6,000 for a chance to be part of that...
Ustream is doing this to Justin.TV right now. They have nothing; just off-the-shelf hardware hooked up to a streaming service. If they'd launched by themselves, no one would have cared. They've achieved what prominence they have entirely by getting themselves mentioned in articles about Justin.TV. They matter more as the antiJustin than in their own right.