sorry you're saying £4-5 for ppv is fine, but £9 for what must be at minimum 4 games a month, is expensive?
Sky sports ppv's were some £5-6 a game weren't they towards the end, and the season ticket was supposed to be £100 a year maybe JUST for football, while this will offer a heck of a lot more sport, for only £10 or so more all told. Yes there were deals for the season ticket and it could be much cheaper, it was WAY cheaper on old cable at £1 a month for some reason.
What they should work out is different prices for diff packages though, have 2-3 channels a la sky sports and offer a price for each separately and deals for more than 1.
Sky sports is some £20+ a month as it is, with no real option to go cheaper and get "all" the football. Then consider its £10 a month to get HD aswell even if you just want the sport, so footie in hd is £30+ a month. At least ESPN are going HD and its £10 cheaper a year for what will be very very good quality coverage most likely.
Failing to see an issue, see over 40 games a year, for the price of 2-3 match tickets.
EDIT:_ if its done through sky rather than an external thing like Setanta it will be easier to get rid of, get it the months you want it maybe, stop it over summer if there aren't other sports you want to watch on.
We've also yet to see if they offer any deals, special offers, vouchers, etc, etc.