It has moved squarely onto Mr Murdoch's turf, offering Hollywood films as well as football, and shifting from a pay-per-view strategy to a subscription model.
The McLeish report stated that a 10-team top division was the most financially viable future model for the SPL - and that is also the view of Doncaster.
In my view, the blame will more likely belong to our failure to recognize that the prevailing business model for investor-owned utilities is flawed, antiquated and deeply ineffective.
While other countries are examining the Swiss model with a view to establishing a similar system of their own, the scheme's national co-ordinator Nicole Stutzmann issued a note of caution.