It could get interesting once the games start, D* has it, AT&T has it, and many cable companies within the B10 region have it.
I'm expecting D* to heavily promote this advantage as football season approaches.
We're not talking about a channel that will get ratings of around 5% of the market in and around places like Columbus, Madison, Ann Arbor, etc, we're talking 30%, 40%, & up ratings for games.
I remember seeing a story in a Madison paper where the Badgers were playing a big road game and the TV rating hit over 50% of all households watching TV that day. The game outdrew all other channels combined!