I dont pay for games either, but that seems still quite popular.
Porn/Sex is the biggest entertainment industry in the world, hence its everywhere on the net and tv. I am yet to find a games channel on sky, but there are about 20-30 porn channels, the biggest thing on the net is porn, and there are probably more porn mags than console game mags in shops.
Im love computer games, but i can accept they are not the biggest entertainment industry.