To be honest I am not sure if even Sky and Virgin Media know as certainly Sky are expanding into digital streaming with Now TV to broaden their appeal.
I personally believe that there is plenty of room for both, it is just a shame for those like us who are sticking with non-subscription that we often feel left behind in certain areas (such as limited HD selection), yet that is inevitable really.
Inevitable yes, but there WILL
be more free HD coming, although there's likely to be even non-Free HD coming.
But unfortunately I can't see very much extra free HD coming any time soon
- but it will eventually.
Like it or not, HD will be replacing SD in the coming years.