When the Sky acquistition of Easynet was announced I did wonder whether their long term aim was to abandon satellite distribution and pipe it over their own network as its got to work out cheaper than renting transponder capacity on a satellite.
As for 'not getting it' it would appear some people understand little about the physical characteristics of the networks that provide their services.
Routers, switches, optical transceivers and even the DSLAMs all have limits, either how many connections they can physically support and the amount of data they can process, when these limits are reached the equipment has to be upgraded, via the addition of line cards, routing processor boards, or when a router's chassis is full, a new or additional router or switch.
Unsurprisingly, they aren't given away for free and an average carrier-grade router maybe upwards of 3 grand to buy depending on its capacity and features and your average SFP opitcal transceiver which is used for terminating a fibre link is generally over £300, if these upgrades are not done the company can either employ traffic shaping or just take complaints about slow service.
Now, if you are a company like BT, O2 or Sky and regularly make large profits from other parts of your busines or you are a publicly traded company you can absorb a lot of these costs thus keeping your customer broadband subscriptions low and employing staff to answer the phones that may not understand the technical details of what the company is providing aside from what appears from the script on their screen.
Or you can gp the other way, charge a bit more, employ staff that understand instinctively what they are supporting and selling and invest in a quality infrastructure and the future development of the business.
When problems occur IMO it's far better to deal with the latter than the former.
Virgin (ADSL) => Namesco => Newnet => O2 => Plusnet => Zen => Newnet => Zen Lite 8000
Note: I don't lay turf for anyone. astro or otherwise, all views and opinions expressed are my own based on experience.