I went to Currys/PC World today (the UK's largest electrical store chain) to buy a new screen/TV and found that they have moved on from the 'extended warranty' scam (although it is still offered) and are instead doing the dirty for Sky. I was practically not allowed out of the store unless I agreed to some deal that involved me signing up to Sky.
This is very smart marketing by Sky - this chain sells most of the UK's PCs and they can therefore easily identify new customers in volume.
I left the poor assistant almost in tears after I ranted about the evils of Sky dominance (she'd have heard the same if she'd tried to get me to pay for a BBC licence, mind you), so the staff are also clearly incentivised.
It's hardly surprising that the majority of people in the UK pay for the delivery of what is ostensibly a free product.