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Presentationally Whitmarsh will want to give the impression that he is "upset" by the plans and sympathetic to those, who choose not to sign up with Sky. But in reality if his sponsors don't share his concerns, then why should he?
I believe that many F1 UK fans will cough up, to see all faces live. So the global impact on sponsors is as close to zero as makes no odds.
Also I admire the Beeb. They weren't going to bend over for Bernie. This just exposes him as the greedy @x!% that he is.
PS I don't smoke