EDIT: Actually you are showing a bit of contempt here for SKY - I didn't say it was all the FFA's fault, I just said it wasn't all SKY's.
And yes SKY do like to get good value for rights and not overpay, and that means sometimes there is a difference of opinion in value - sounds similar to lots of different business negoiations to me.
Its commendable how much you like your employer, it really is. But the thing is while Sky is trying to get the best value they can, that value could mean the metrics not being met (as how much they pay is one of them) which could result in the team not existing.
So sure, Sky should do whats best for its shareholders, but for some of the fans of the team that could be lost because of what Sky doesn't pay, Sky's shareholders wallets aren't as important as their teams existence. Surely you can appreciate that.