I jumped ship last week, and then got an email the following day about an upcoming price increase.
They know their racket is completely tied to football, and if they didnt have the prem they'd lose a ton of subscribers.
Completely over saturated the football market too. I didnt watch another game over the weekend after ours, and I typically would watch at least one more. Played chess on my ipad rather than watch Super Sunday.
An NFL style game pass model is inevitable, but sky wont let that happen easily.