Disagree completely.
Setanta would be owned by Virgin Media, but would be run by Virgin Media Television. VMTV (Living, Bravo etc) I would happily let that production company take over any TV Channels I have.
I know I keep rabbiting on about this, also, but if they managed to get Setanta, that would mean you could put WWE on Setanta, and keep the platform of Paying to have it on Sky Monthly, and leave it as is on VM. (Also, Setanta and the McMahon's have the Irish connection.
Although so do the Murdoch's.)