I'm not entirely sure I see a problem here
I can completely understand why Sky and Virgin are pissed, but you know what? We all pay for the BBC through our License fee. It is a Government approved monopoly in this country, if they want to be the 'gatekeepers' of content in this country, then that's better than someone who's going to try and screw the customer out of more money.
I know people resent the license fee, but compare it to what Sky/Virgin charge you (keeping in mind the extra you need to pay to get the _good_ content), and tell me it doesn't represent value for money. OK, so you may not like all the programming (I don't) and I'd back you if you called for Strictly Come Sequins to be dropped, but there's a lot of other content available.
Frankly anything that increases the opportunity to access content, without paying through the nose to Branson/Murdoch is a good thing in my view. I'm certainly not willing to pay £30 a month to watch telly that still includes advertising!
Beer, cos I could really really use one!