FWIW, this is a second choice deal. It's a second choice deal where the total money coming in to the sport is going up at a time where every other sport negotiating rights in this country are seeing their total money from TV go down. If your second best does that in such an environment then it's not so bad.
BTW, I don't know if you've ever seen BBC coverage over there but it is truly awful. They can't get over the fact that it's not union, and the camera angles they use, pace of the commentary and pace the producer moves between shots all reflect this. I don't like the Sky commentary team but their actual coverage is unrivalled by anyone anywhere. They do a great job.
I'm sorry we're missing out on the greater exposure from terrestrial but I'm not sorry we're missing out on the shoddy way they treat the game.