I thought the same, when the EPL rights went out I thought we'd see Netflix, Prime and DAZN in the mix. Sky and BT got the rights.
I think even since then tech has moved on mate, there is a whole population of people watching any game they choose now through a variety of means - which makes the product offered by Sky and BT, redundant and non cost effective and ultimately will be unsustainable, unless they adapt.
The only way to compete is match it or be left behind. Granted the 3:00pm black out is an issue.
The broadcaster, FA, Legislators and PL all have to look at it, because they are loosening market share all the time, its not sustainable.