Interesting, see here what Kachwanya has on Startimes and GoTV
http://www.kachwanya.com/digital-migration-startimes
They Startimes were not supposed to charge for paytv upgrade, is GoTV also justified?
The TV manufacturers are still milking the concept through pushing of the high-end devices.
Remember that in the developed world, Pay-TV has impressive numbers. A good portion of the target population is already hooked onto some STB of sorts from their Pay-TV provider, watering down the case for TV's with an in-built FTA decoder