We have Prime as well due to my wife, but it seems lately the NFL is trying a host of other paid venues as well (of course to make more money in the long run). In my defense, our TV service is basically free due to my wife's job.
My wife and I went over to baby sit a couple of babies for a young couple at church on a Saturday. The guy actually had a "specialized" sports network on his TV and I was able to catch my Alma mater on TV which I generally never get to see on Saturdays living in NC. I was bowled over on all the college and sporting teams he could watch on a Saturday or Sunday morning. I asked him how much that network cost, told me like $70 a month (that's not including on top of what he's already paying though). That's over $800 a year just to watch sports.
I don't go out very often, but if Dallas were playing in the playoffs and I didn't have the channel to watch it, I'd go to a sports bar as well and have lunch to kill two birds with one stone LOL