It's interesting to see these outdated companies clinging desperately to what is clearly a doomed business model. I used to work in a CD store and it was blatantly obvious that the model of people buying albums and singles in physical disc form was collapsing but both the company I worked for and the record labels themselves stemmed to suffer some sort of paralysis in responding to it. I think Sky are in the same boat - they're too committed to the bundled pay tv model Ann's even when it's clearly doomed they just keep trying to squeeze every last cent out of it. Sure, they have started to take some steps towards a new model but reluctantly and only after constantly jacking up prices while losing content and viewers.
Sports are the last thing holding the pay tv model together. Netflix etc have destroyed it for tv shows and movies. If someone came in and outbid Sky for rugby rights they would be royally fudged. Check out how many people commenting on that article are rugbyheads saying they only have Sky for rugby...