DirecTV is bidding for the exclusive rights primarily as a means of reducing churn, or the constant merry-go-round of providers that many consumers go through. Contrary to the attitude of many here, many, many folks will switch from cable to dish and back over and over, based on who's offering the best deals. The payoff to MLB isn't all that impressive when you consider the cash spent for similar reasons on equipment subsidies, freebie months, mover's connection and the like. A customer who is happy with the service is far more profitable than one who has to be bribed constantly. Sales to sports bars, while lucrative, aren't the motivating force.