Not so bad
@andy, meg
It seems that Sky would still have the exclusive broadcast rights to the matches it's just that other providers would be able to re-sell premium Sky channels through their service... i.e. if you're a Virgin Media customer, you'll be able to get Sky Sports without needing to shell out for a sky installation bundle - the advertising money and subscription would still go to Sky.
I know plenty of people who would jump at this kind of offer because where they live (flats/rented/listed buildings) prevents them having a Sky dish installed.