"...Sky's own smooth rollout of broadband for its TV customers..."
Sorry? Did you take that straight out of the Sky press release?
We has massive problems trying to take up the free Sky offer; despite being loyal and generous Sky subscribers. They kept fobbing us off with all sorts of problems; BT hadn't fixed the line, BT needed to install new equipment, etc etc.
We ended up waiting best part of three months for the service, which despite promises that it would be a maximum of three weeks, never materialised. Moreover, Sky never got in touch to explain what was going on.
Meanwhile, conversations with BT to verify the "problems with your line" confirmed what we thought: Sky simply couldn't handle the demand and plenty of other consumers were having problems with Sky.
In the end phoned up BT Broadband, who fitted the broadband within ten days and without a problem.
Sky may not have been as bad as others but they were far from "smooth".
PS. Do Sky really believe that people are going to ditch their existing Freeview boxes just to get one that they can watch SkyNews/SkySportsNews on? I'd quite happily put money on three years down the line SkyNews being once again made free-to-air.