An expensive monopoly
If evidence was needed then just look at the Virgin spat, Virgin customers can subscribe to Sky Sports but not get Sky One anymore.
So why do Sky do? Start putting champions league games on Sky One so non-Sky Sky Sports subscribers can't see the games but Sky non-Sky Sports subscribers get them for "free"
There's not real competition because Sky just bid as much as they can to ensure they win then rights and then pass that cost onto their subscribers, normal competition would result in prices decreasing in real terms.
I'm sure Sky will argue that you get more channels and choice for your money but i really don't care whether i have 20 or 700 channels in my package, i only have 24hrs in a day so all i want is the channels showing what i am interested in.
As mage says, more A la Carte rather than an all you can eat buffet....
ssu also has a valid statrment in that forcing matches to be split between Sky & Setanta has resulted in more expense for viewers who choose to watch all games and therefore end up with 2 subscriptions.