What I dont understand is Sky business model.

They've paid over the odds for sport and now just try to charge as much as they can. Yet more and more people have rumbled them. Its only the most vulnerable, well off, ignorant or lazy that don't negotiate a discount. Whether that cohort is large enough to sustain them I don't know but it pisses me off they continue to charge what they do. They are not helping themselves, people will only put up with it for so long - and I speak as a customer who intends renewing (but only at the right price for me).

Their product is essentially sound but its overpriced and there are now so many other options and theyve done it to themselves by overpaying for the rights