Up to date shows
Whilst admittedly some of the shows on SkyOne are a few months after their US, several are a few days after, or even ahead.
Lost is shown the Sunday after it is shown in the states; ditto 24. At the moment Sky One are actually ahead of the US for Stargate SG-1 and Stargate Atlantis - viewers have been getting the world premiers of these shows.
We also had the same situation with BSG back int he first series (admittedly we're now several months behind on the third series).
Given that, and the fact that by the time shows like Lost Series 3 actually reach the VOD market on Virgin (August I beleive), the DVDs will be out, I think Virgin have shot themselves in the foot with this.