I confirmed with a Vodafone Rep that Vodafone TV is now end of life and the only way to get one is via a Vodafone store and to add a monthly rental fee to your account
So the service is EOL but you can still get one with a monthly fee? That does not sound end of life to me!
Sorry just to clarify I was referring to the retail off shelf Vodafone TV Box that you can buy outright being end of life. He didn't sound particularly positive about the long term support of the service for the rental ones either, just that they are the only option currently available.
When he mentioned Vodafone felt there was too much competition to keep it on the shelves and were pulling the plug on the retail one it seemed they weren't that enthusiastic about the success of the service in general but I could be mistaken.