I do quite a lot of paid market research stuff, and I just got offered one about possible new Sky packages.. Now most of them were the same old rehashed overpriced ripoff, but one of the plans was Sky, including Sport, for sub $2/week. 

For all that I really dislike them as a company I think even I'd be seriously tempted at that price. Here's hoping it's a sign that they are starting to appreciate that the new paradigm price point is sub $20/month for all the things.