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It's quite a specific case. As this kind of monitoring will cost the ISP money (and could damage their reputation) there has to be some incentive for them to do it - Sky Sports had be a decent percentage of their revenue, with the Premier League matches driving a lot of that.
Even then, it doesn't seem to have been used to target individuals streaming the footie but the people providing the streams.
I would be very surprised if their entire intention behind it wasn't protecting their own bottom line from piracy
Oh indeed. They did the sums and it wouldn't take much of a crack in the dam to see those £20/channel subscriptions disappear. I'd be surprised if they weren't also keeping an eye on the priracy of their movies and TV shows but it won't be quite the impact on their bottom line.
I know I'm probably in the minority here but I wouldn't be against getting Sky to watch American football and maybe the odd other channel live, but I won't because I don't want to have to pay a bribe to the BBC just to watch it live.