ITV on 3

Have I misunderstood something in this story about mobile operator 3 allowing you to watch ITV shows on your mobile? 99p per day to watch ITV seems a little steep but I suppose someone who wanted to watch Coronation Street on the train home might find value.

But 49p to watch ITV Play?

A channel which exists solely to take even more cash from you when you "participate"?

What kind of moron would pay that?

I really do have to launch my paint drying channel if people are willing to pay for crap like ITV Play.