what do they expect
I myself dont care about football but my lad and missus do so I pay for the sports on Sky and BT sport, but I also use streams, why because even though im paying for 2 active pay services to watch the sport I still dont get all the matches (Saturday 3pm kickoffs are not aired on any channel).
What I want as a paying customer is to pay for a service once and then have access to watch all the matches as that doesnt happen I have to use other sources. No legal alternitive drives people to use streams.
This isn't just true of football, I pay the full fat Sky subscription (moves and sports), I pay for netflix and spotify but I still download / stream pirated sources when what I want to watch/listen to isnt available on what im paying for.