I could be wrong, but I am pretty sure the $99 SuperFan idea was a DIRECTV thing. But what do I know, I only work on their ad account.
In fact, IIRC, the folks in El Segundo were pretty worried about losing viewers when that whole idea came down the pipeline...plus I thought it was a dumb idea to gouge people who have been faithful customers that are already paying $200+ for NFL Sunday Ticket. Obviously, they listened to me...not.