I agree with you in general. We have no indication that the NFL demands anything more from AT&T|DIRECTV than the agreed on price. But there are limits to AT&T|DIRECTV's distribution. NFL SUnday Ticket did not appear on UVerse after the most recent renewal. Streaming is as limited as it was before AT&T bought DIRECTV. While one could argue that AT&T|DIRECTV could put NFL Sunday Ticket on UVerse (or distribute in other ways) and has simply decided to restrict the content (greed, stinginess, encouraging satellite subscriptions?) one would be arguing without proof. A few years ago Starz got upset when DISH decided to distribute their channels to nearly all of their customers. DISH paid the price per customer Starz agreed to but Starz considered themselves a premium channel package and being distributed to nearly all customers did not fit that image. So yes, it is possible for a content owner to demand more than money for their channels. I would not be surprised to see the NFL demanding that AT&T|DIRECTV treat NFL Sunday Ticket as a premium package. That being said, I believe if one audited the distribution of NFL Sunday ticket you would not see as many "watching for free" subscribers as it appears from reading this thread. Customers who do not know to ask for a discount will be paying more. And many of the discounts reported in this thread are separate from NFL Sunday Ticket. From what I can see the package is still treated as a premium.