Everyone gets told how long the contract is when they sign up. Same as they get told how long the offer they've taken is for too. If someone asks, sure, we'll tell you, but we don't go sending everyone who signs up a letter saying 'Oh BTW, your contract/The offer you took has finished' because it prompts people to look for more offers or cancel. You do realise the intention of a business is to supply goods and/or services at a charge with the intention to make a profit, right?
when you log in to your CONTRACT details it should have all the details, not sure why you are not getting this simple fact. Do you work for SKY? your post implies you do.
Sky are in a position where they have no major, direct competitors. No one does everything sky do. Mobile companies are 7 or 8 that can do everything O2 do so they fight harder to make you stay.
He didn't try at all.