Of course it's cheap if you consider the price in isolation, compare to match day ticket, or even to price of a couple of pints you'd but if you watched game in a pub. I'll buy this, but paying separately for various sports/TV services becomes expensive. To watch my three favourite teams/sports I pay £13 per month for this, €20 for ESPN college pass, €20 for NBA league pass, plus possibly some other local sports channels here to watch some premier league and champions league games every now and then. It easily becomes €80 per month for watching sports at home. I think the price point for avtv live is just about right but if I can't watch games on demand (I certainly would have need for that and would expect that from a paid service - anyone know if that's possible?, I can't find info) it makes me think twice if I should just keep watching free streams. On demand service would definitely make me buy this.