So don't pay. It really is that simple. If, like many, you are outraged by the plan to charge £14.95 for some Premier League matches, the solution has never been clearer.
Just say no. To this, to ludicrous third strips, to a new first-team shirt every year, to any of football's over-rated, over-priced innovations.
No. You may not have the latest gear, you may not see your team as much this season, you may be hacking into a grainy, glitchy, delayed feed that will fill your laptop with cookies and spyware from hardcore porn channels, but that's the trade-off.