The fact is, DTV has been offering Sunday Ticket for a while and has been unable to sell more subscriptions to its own customers let alone new subscribers. People are making a cost analysis and for many $300 a year is too much to pay to watch NFL football with commercial breaks.
Also, what is the market of fans rooting for teams not televised in their area? I root for Dallas and live in NJ. The Cowboys are on TV here at least 8 times per year here, some years even more. I know there are a lot of fans like me rooting for Dallas, but for other teams not so much. I also realize some teams are not on national television as much as Dallas, but still, watching 10 games per year on Sunday Ticket is $30 per game. The NFL with Thursday night games, Sunday night games and sometimes 2 Monday night games, as well as Saturday games late in the season and games overseas, is chipping away at the need for fans of teams outside their area to get Sunday ticket.
The real question is, what is the total market for die hard NFL fans willing to pay $300 per year to watch all the games played on Sunday? Did DirecTV get an answer to that question, and is that why they chose not to bid on the Sunday Ticket again?