Sky Vs VirginMedia - Seconds out....Round 1

So, Virgin and Sky are having a few handbags.. is this a PR exercise for Mr.Branson? Is this Mr. Murdoch trying to flex his global corporate muscle? Does anybody really give a toss? Virginmedia tell Sky that they want to offer their customers the best VFM and will not pay any more for Sky's overpriced rehashed channels, Sky have a hissy and take their ball home, or was it a case of Sky,"We need to fund the Premiership and the other football contracts as well as the humungous amount we paid for tripe such as Lost, here's our bill for the next contract for you to have the priviledge of showing our channel and subjecting your viewers to adverts every 10 mintues and the MOST ANNOYING ADVERT 5 MINUTES BEFORE THE END OF THE EPISODE!!!."
VirginMedia, "WHAT THE F*%$ ??, screw that, why can't we decide when we have the adverts, when we show programs and when and where we show the re-run?"
Sky," That's never goning to happen. Look, you PAY for the priviledge of showing our propaganda.... er programs and we'll worry about the ad side of thing (and get all the profits, heh heh)"
Virginmedia, " Piss off Murdoch, you shister"

Ah, the mind boggles.