With all due respect, this is way off the mark. HBO, ESPN, CNN, FOX, Viacom, A&E Networks, Comcast sports networks and on and on and on are all increasing every year. They all have elevator escalations in their contracts which automatically add cost each year. I guarantee you DTV's costs (or ACPU) is over 10% this year. Guarantee it because it is with all MSOs right now. More than likely it's been up at that level or higher the last few years. This is why you see Dish going to war with Disney and ESPN and FOX, or why TWC went to war with ESPN, and on and on. The MSOs know the prices they are charging are at the limit of what customers can absorb, but the programmers keep hiking the rates. DTV like others are putting their foot down. Will they lose subscribers? Of course. Is it worth it? YES. They don't really have much of a choice for the long term viability of their companies. 5% increase is understood. 40%? That's ridiculous. Plus you have every other programmer watching and if FOX gets 40%, they'll want 40% or more. The cycle never ends.