So the ASA jumps in again to save people from themselves.
People who are looking at different packages will look at the channels available and the price and will make a decision based on that. Sometimes after some time they might regret making the decision to go one way or the other based on the cost being too expensive or the package not having a channel that a programme they want to watch is on. But that's not for the ASA to decide on, but it seems that they do.
I went with Talk Talk because it did have the best value (a very subjective term) package for my needs. I didn't want the expense of Sky's offering which included channels I didn't watch. TalkTalk's had just what I wanted, plus the offered us 3 months free and 6 months half price and monthly is still cheaper than Sky.
Maybe I should go to the ASA and tell them that Sky's adverts don't provide the best value.