To the best of my knowledge they're not out there sending C&D notifications to individual users.
There is a pretty distinct separation once you start publication - for example (and this isn't directed at any of the guide hosters BTW), what if they slip a small ad on the website, which hosts the guide? Is that still public good, or is it personal gain?
What if someone requests donations to help "scrape" the guide, which starts at a few bucks, but turns into a few thousand? Is that commercial gain?
What if Tivo write a script pointing to one of the "free" hosted services to grab the Prime guide, could you then argue that they not doing anything legally wrong?
To the best of my knowledge none of the hosted guides have done so with the permission of Sky (I don't believe you'd get permission anyway, but maybe its something that needs to be investigated). If your going to host something without permission, then you can't expect any degree or permanance in doing this, especially when it becomes widely broadcast on a national forum such as this.
Just because its internet based, and readily available it doesn't mean its exempt from copyright. For example lets say your subscribe to the Herald, once you get it, you copy it a thousand times, and give it out for free (it must be ok, cause your not making any money out of it, and everyone can read it online)... How long would you last?