I think it's more about adjusting attitudes. If you sent everyone a free AppleTV, they'd probably look at it funny and then toss it in the trash. If, on the oth

I think it's more about adjusting attitudes. If you sent everyone a free AppleTV, they'd probably look at it funny and then toss it in the trash. If, on the other hand, you tell them $99 and you can watch as much EPL as you want, that changes attitudes. Also, what I find most intriguing about this possibility is that I've heard from a number of people: "I'd ditch cable and go to AppleTV for everything if only I could get live sports."