My point exactly Rushie, the basic principle that increased competition will benefit the customer does not work in this situation. Fans want to watch their own team, not a random selection on either of Setanta or Sky, fans are effectively forced to buy both packages if they want to see all the live games their team is going to play.
The Premier League would never put a caveat in the bidding that stipulates a terrestrial channel must receive one of the live packages, terrestrial channels can't afford to compete. They can compete for the other packages, such as highlight programmes e.g. Match of the Day. But there isn't room in their budget for that, and you can't expect the Premier League to place such a caveat in there - they are purely concerned with getting as much money as they can for thier member clubs.