Re: The elephant in the room...
Precisely.
I poked around Freeview's website, DDG'd ``freeview {revenue,profit,income} uk'', and read the Wikipedia article on them, and nothing said how they make their money. On the website, the Ts&Cs and privacy statement relate to the site only, not to the service they want to persuade us to use.
If they get their money from advertisers interrupting at cliffhanger moments (i.e., what broadcast has been doing forever), no sweat. But since they know exactly what we're viewing and when, I suspect they're selling us out by marketing that info to the usual suspects, and modifying the datastream accordingly. For that, they'll just have to keep waiting.
If they offered the service for a reasonable fee, and ironclad guarantees that none of my information would be passed on, or kept longer than needed to send me the show, I suspect I'd pay.
Does anyone know roughly how much revenue they expect per person? Or for any other privacy-denying ``service'', say Google?