I think Nialli needs to update his blog:
http://vmhd.blogspot.co.uk/
"Fact: Sky are no longer marketing Sky Atlantic as "Exclusive to Sky customers"
Okay so "SKY Atlantic - exclusively on SKY" isn't word for word the same as "Exclusive to SKY customers" but ultimately SKY are still marketing the channel as a SKY exclusive.
Personally I'm a little gutted. SKY Atlantic launching on Virgin, along with BT Sports, would have gave me real reason to consider moving back from SKY come December. As a consumer, I want choice.