One advantage of having a business that is primarily set top box is that account sharing is more difficult.
You can get an extra Sky decoder and put it in another house (Ogg does it) but there is a lot more p1ssing about compared to sharing a password to an app.
Sky will be monitoring the NEON password sharing too. They won’t do anything about it right now while subs are still growing, and they definitely would not want to be the first mover in cracking down.
If the new STB is a success and the majority of their subs remain Sky Box customers then it is less of an issue for Sky.
Sky Sport NOW only allows one stream per account. So it is only an issue for NEON.