This is a challenging one for me, because many folks really, really want ESPN3, but we'd have to accept the terms where everyone is charged, which is just wrong in a number of ways. But having used a demo account, it IS a compelling product.
Could it be offered on a tiered service level, similar to the way cable companies offer "packages"? That way, only those who want the service have to pay for it.
Otherwise, perhaps I could make the business case that a movie service should be offered, even though the fee would be charged to everyone. And someone else might make the case that a music concert service should be offered, and .... Where to draw the line?
It certainly puts you in a hot seat!