Sky Digital launched a few weeks before other services and were keen to get people to subscribe to them before competition arrived (but never made it to Sky's level).
In its first few years, they had advertised competitive offers for their new digital services.
Sky were eager to promote themselves in continuities and ad-breaks. They also wanted to start marketing the Sky+ PVR units.
Sky+ is on the rise at this point, with competitive prices still up on the market for them.