In fairness he did offer the fight to ITV but they didn't want it. Its irrelevant now really, whoever was planning on paying for it on Box Office can still do so on PrimeTime, it just means you go to a different channel on fight night and don't have to watch Johnny Nelson and Barry McGuigan playing with a touch screen TV. If it gets the same or more money than he would have got on SS3 then it'll be justified.