I still say that Sky haven't cottoned onto the huge numbers of as yet non-subscribers. Us that don't watch a lot of telly, and therefore don't think it value for money to subscribe.
Will we ever see pay as you watch premium TV?
Yes, it'll have a premium price over full subscribers, but at the moment, there's only the newly advertised The Pacific, that appeals to me.
I watch all Six Nations games in a sports club if I don't go, you don't get a good atmosphere at home. And as much as I like test cricket, there aren't many people with the time or patience to watch a full five days play.
There's a huge untapped audience that won't buy a full subscription.