You're being very myopic though, in a domestic sense.
Sky's vision is international, and - whether we like it or not - international fans gravitate towards either the 'established' clubs, ie: Man Utd, Liverpool, Arsenal - or those who have brick loads of money to spend, ie: Chelsea & Emirates Marketing Project. Sky want to align themselves with those characteristics, as it drives interest in their product.
It's all about money at the end of the day; Sky are not in the business of being some sort of charity - they will take a view as to what best serves the interests of their company and therefore their revenues. They've obviously concluded, that alignment as described above is what will serve that purpose best.
I don't agree with their decisions, but they're there to make money, not friends.
