Has Sky's family silver been swept up in the blizzard of spin?
Panem et circenses. It's worked since the Roman days, and it seems it still hasn't lost its appeal to politicians when it comes to getting the populace on-message.
The OFCOM ruling requiring Sky to cut the wholesale prices it charges to other platforms for the jewels in its crown – the sport, the movies – couldn't have come at a better time.
The nation is gearing up for a glorious World Cup this summer, the football season is reaching its climax, and every turned ankle or limping megastar attracts heated discussion in our Forums. What better time to let the public know it'll soon be able to get football on TV – its birthright, its very bread of life – not only on cable or over their phone-line, but also for less money?
So glad that the entirely independent regulator OFCOM, having deliberated for three years – yes, three years – has at last made its pronouncement, bringing joy and delight to a nation in need of some good news.
And best of all, at a time when all is gloom about the economic situation, the national debt and the bottomless pit of public sector borrowing, the move will be revenue neutral. Won't cost the tax-payer a brass farthing, and of course has the added benefit of giving nasty Mr Murdoch's evil empire a rap over the knuckles.
That's the same evil empire that last year announced it was pulling the traditional support of its biggest selling paper for Labour, and backing the Conservatives.
Oh, and this latest announcement also takes some of the heat off the faltering Digital Britain policy, under attack in the Lords for its FM radio switch-off plans, still involved in shenanigans over what it will (or won't) do about illegal movie and music downloads, and due to hit anyone with a phone line with its 50p a month 'broadband tax'.
So, cheaper football for all, down with the evil tyrants, and a positive glow all round. Huzzah! Cloth caps hurled in the air by a grateful nation.
In other news, there's a rumour there might be a General Election in the offing...