Yep it buys you in to a £13 sub to get you UHD. Since it was a new fangled thing (uhd), I guess sky figured everyone would bite off and take it anyway. However, the uhd content as already discussed, is pretty poor and with other providers giving better uhd content, it will only be a matter of time before sky will have to stop fleecing people for the latest thing. I think MissChief has already alluded to the likelihood of multiroom and uhd being segregated. However, I can see them saying something like £10 for uhd, £5 for multiroom.