Having worked for ThornEMI group of companies for many years, "Sat" was the familiar term within the "Satellite Broadcasting" industry - I bet almost 80% of people couldn't spell "Satellite" correctly even at their second attempt - It's just one of those words thats not in most peoples "written" vocabulary - I know I've delt with hundreds of Employees that probably still don't know.
I agree with you Invincible - I don't personally envisage any one (Apart from maybe a small- midsized outfit) rebranding under the term. But it is a key term for the industry. to me it is the industry descriptive and a wholesaler/distributor would love to have the term SAT.co.uk on its letterhead, vans etc etc- Or even just as a redirect.
The recent European Judgement is a can of worms for SKY and and its "pricing policies" they have most agreements in place for at least a couple of years- so they won't be panicking too early - But I can guarantee you none of the top-dogs slept last night.
For info I do own a few around half a dozen "Sat" terms - mostly related to foreign services for a UK based audience.