I'm with you on that, Boaty, but I do quite like the way that Sky allows you to get a day's access, allowing you to watch a single event (such as today's World Cup Cricket Final), for £6.99 or a week's access (including, say, a 5-day Test Match) for £10.99, without even needing a satellite dish, yet alone a Sky subscription. I've not actually used it yet (because I'm not a great sports fan) but it's clearly useful for people who only want to see one or two major events each year.