I hope you won't take offence if I say that you haven't made this point very well, in my opinion. It is, however, the most important point of the entire thread. You can only get Tesco Value products in Tesco. Other supermarkets are, however, able to sell their own "value" ranges, and do so. You can't blame Sky for seeking a competitive advantage by acquiring sports and American drama rights, merely question why Virgin choose not to compete.
---------- Post added at 13:58 ---------- Previous post was at 13:56 ----------
@carlwaring I meant which came first-Sky's acquisition of Premier League rights or their market share? I suggest that they paid out for the rights and then signed up the customers, rather than the other way around.