The backlash begins here. Long suffering sports fans in the UK, where almost all sports are now on pay per view channels (and, worse still, on different channels such as Sky Sports and Setanta) are finally rising up and complaining.
According to BBC News, only 290,000 people watched England's impressive World Cup victory over Croatia - if the game had been free to view on a mainstream channel this figure would have been twenty times higher.
It's also a shame that Setanta didn't see the opportunity and make the game available PPV online.
But the real culprit is the BBC, who are happy to pay millions, possibly tens of millions, for Formula 1, which can more than adequately covered by commercial free to air TV, and will not buy the rights to what their viewers want to watch.