Some people cannot get a dish and do not have an option to purchase it on their cable system. I am all about the a la carte model even if it causes channels to cost more individually because the costs cannot be spread across the line-up, but currently this is rarely available. And if I have to pay for MTV and other dreck instead of the NFL Network, well...
That being said, I don't otherwise necessarily mind the NFL not getting its way considering how it has acted lately.