Setanta collapse: find out if you'll get compensation

Hi

I wondered what Virgin Media were going to do for 'XL' customers whose subscription included Setanta. I've now got my answer from the Setanta FAQs at the Virgin website:
http://www.virginmedia.com/myvirginmedia/setanta.php
It says:
'As Setanta Sports was included at no extra cost in TV Size XL there will be no changes to pricing for this package'
..which makes me wonder, how were Setanta making money from these customers? Presumably it was some elaborate calculation based on advertising revenue and target audiences.