I think it's also a VFM thing. When the choice was analogue SD TV for free or Sky digital for $80 per month, the $80 was OK - especially if you looked at the whole package including what was then the best PVR available.
Now for your Sky subs you can get Freeview digital hd (free), Netflix HD on multi devices ($15?), Lightbox (free or <$20), BBC iplayer if you're reasonably techie, and still have $60 left every month. So, if you don't want live sport, or lots of sport, dropping Sky has become a bit of a no-brainer. I subscribed for about eight years then stopped four years ago, bought a Panasonic PVR, sorted out internet streaming to the TV and haven't looked back. Even TVNZ on demand is quite good now, and Chromecast is cheap and easy.
The extra hassle factors Sky adds like ads, incessant trailers, DRM, limited viewing locations, limited recording storage etc just make the decision easier.
I don't think Sky are rorting, I think they just haven't moved with the times and with the better options available they represent poor VFM except for sports fans.
most differently - one of the reason i said sport was because that is the only reason i can see why you would have sky or live somewhere internet sucks, but that is a low % of people now days
Also think the icing on the cake of FU to my customer enjoyment, we just want the $$$$$$ was the ad between the haka and the start of the rugby match - who in the right mind would think that would go down well, and not beep off all your customers.
If it was the ad I saw, Sky was thanking its customers, as we are paying the sport, as subscribers, and thanks to us for supporting NZ Rugby