Yes, everybody evaluates in different ways. I don't mind paying for the BBC because there's no adverts. I don't mind the adverts on all the other free-to-air channels because I'm not paying for them. I really object to the idea of paying and having to watch adverts - so I don't. I'm also worried that, even if I overcame that objection, I'd end up watching sport instead of playing it or spectating live. Each to their own though.