But what i think your not thinking about is there is a whole massive chunk of customers who want to watch, All Blacks, NRL, Blackcaps, Breakers plus a few other sports - ie they are a fan of sports rather that one sport - for those customers and i would wager at the moment they are the majority bundling of sports works for them.
So you say there is no good reason - that's your viewpoint based on you and your circle and how you want to consume sport but it's not the total picture.
What makes you think I'm not thinking about these people? My complaint is Sky's forced bundling of content both on the sports channels which i'm not interested in, and their other content channels, which I am likewise not interested in. It's the lack of an option to remove all this content which is of zero value to me which is my bugbear, and why I no longer have Sky.
I am prepared to pay for content i want to watch, i'm not prepared to pay for filler which is of zero interest to me.
You say that there is good reason, based on your viewpoint; I'm not saying they shouldn't offer it, but that they shouldn't force it.
Think about this another way; all sport is live (by definition), the problem with channelised content delivery is that arbitrary choices by a programming team due to an artificial constraint (satellite bandwidth versus internet) reflect perceived customer demand, not actual customer choice.
Those who follow a team in the championship, for example, may have no interest in other games in that league, but even if we had a 24/7 channel for that league, there is no way that a programming team can satisfy all customers with the right choice of live games, where there that artifical capacity constraint.