James' otherwise great explanation nevertheless contains a howler, whichs points to precisely the confusion his article is trying to clear up! The Freesat service he mentions fails to differentiate between 'Freesat from Sky' and the satellite 'Freesat' service launched earlier this year by the BBC and ITV. The link from his article points to the latter, but this service offers none of the Sky channels and a more limited line up than he suggests.
To make it 100% clear, there are two services. The first, which includes HD channels is from Freesat (jointly set up by ITV and the BBC), which is subscription free for life (no viewing card needed) and requires the purchase of a box starting at around £45 (more for HD) and a dish (if you do not already have one) at around £60 including installation. Sky on the other hand offers a service that they have called 'Freesat from Sky'. This requires a viewing card (that you need to buy, thus giving their marketing guys all your details) and could be withdrawn by them (we have to hope with some notice!) at any time.
It is for braver folk than me to speculate on why the two services have such a confusingly similar name. Given that the BBC/ITV Freesat service has been on the drawing board for many years, it surely couldn't be that Sky have chosen to create this confusion to their advantage? If they've managed to confuse our 'expert', what hope for the rest of us!!