The cynic in me says Virgin Media are getting a shit load of good publicity out of this.
But then again, at least they are doing something about it, which is more than could be said for many other companies and football clubs.
I approve. 
Well done to SOS and the FSF. (and any other fans groups involved) Good work chaps.
That's how it should be though, theoretically. Its actually a brilliant marketing opportunity for them and one they've done well to seize. Well done to them for taking the initiative and spotting an opportunity to get in the positive minds of the millions of football supporters across the country who feel ripped off by ticket prices.
What's a couple of million quid to a company that turns over £4 billion? They'll make that back 20x over with new customers subscribing to their TV and broadband products who 'may' have been with SKY or BT but because of this, switch to Virgin.
I think this could be a start of a huge breakthrough in reducing ticket prices. Once Virgin start getting good publicity, SKY will want a piece and BT will want a piece too. That can only result in a positive outcome for us all long term.
