i think most people in the U.K think they are paying too much money to watch Sky Sports and that Sky are taking them for mugs but they want to watch football regardless, I can honestly say I haven't met anyone who thinks the price Sky charge is fair or there happy to pay it, think you are either totally out of touch with the U.K consumer or diluded....
Again, don't pay it. I don't like the price so don't pay it and find other ways top watch, listen or just don't bother.
If enough don't pay, they'll have no choice but to drop the price.