Security does not necessarily create sales
Just to address some points, as I find this interesting, here's my 2 cents:
The fact that services like Dish Network and ExpressVu use the DVB standard makes them quite open to hacking, especially by clever software running on other standard DVB hardware that is not their own. One of the biggest problems they face these days with FTA hardware is that they cannot "control" the hardware. Instead they have to find ways to break the software but they must do so within the some constraints of the DVB standard itself. An example of they fight back is using turbo coded 8PSK, however that is no longer safe either and probably just a matter of time before it's a mainstream hack. However, DVB-S2 hardware may not support turbo coding and so that may be planting a seed to avoid some future hacking.
People often wonder why they don't use unhacked systems like DCII, and I believe they often overlook the fact that hacking is factored into the business plan. I don't know enough to give a detailed answer, but I imagine there are all sorts of issues with DCII (or other unhacked systems), perhaps licensing, hardware costs, transmission, content conversion, whatever, that make/made it a less attractive option. Although not necessarily causal, there seems to be a relationship between DCII and subscribers, the DCII providers have the least subscribers
. There is of course also the simple fact that it may be too difficult to move after years of running on one system. Remember, it's a business, they have to analyze their true loss to hacking and determine how much security is worth.
I don't know about current numbers, but I know a few years ago DirecTV had way more subscribers than Dish Network. Now in those days, people were easily programming DirecTV cards with a cheap programmer and a cheap subscription to a hacking site, while Dish Network hackers had to deal with much more complex hacks often involving hardware modifications (more "control" of the hardware). So, in those days, simply put, it was harder to hack Dish Network than DirecTV.
However, I'd be willing to bet that the multiple receivers available from different manufacturers on the DirecTV side had something to do with increasing sales. DirecTV receivers offered numerous choices all over the pricing spectrum and were available at numerous retailers.
I don't put this forth as a perfect analysis, but it's sort of common sense how I saw things happenning. For whatever innacuracies I may have stated, the basic point is, more security does not necessarily equal more sales.