Setanta usually carries most of the top matches every weekend, including at least one of the big 4 from the EPL, while other matches are shared between espn uk, fox soccer channel, and espn usa. Not to mention that they show champions league matches, international friendlies, and other sports (rugby, cricket, etc.) And they also cover a host of other leagues and competitions.
I think 10 bucks is a great deal, esp if your a huge football fan =)
I have always wanted it part of subscription plan too, but I guess it will never happen. Take care!