I wouldn't say it is to do with people understanding the cost, as much as it is they don't care how much it costs to produce.
Your example of Premier is a decent one, people will look at it and see what they get from Premier, the content, quality and cost they pay and wonder why they should bother with this service when looking at what they pay for that v this service. Your Ice Hockey example, again, no one cares what Ice Hockey matches cost other than people who watch Ice Hockey, it is being mentioned as a decent cost model, Ice Hockey in this country is crap, it isn't really a great model to point at and say "well that is what they do"
"ahh well they should care" is a likely reply and maybe people should care, but then you can't change how people feel. The general reaction to the offer a streaming service and cost, it hasn't been great.... I doubt there will be a great uptake.