I pay roughly £100 a month for all PL matches, all CL matches, FA Cup, all Serie A matches, selected matches from Bundesliga, La Liga, Ligue 1 and Carling Cup.
I don't pretend to watch all of it, but I am totally willing to pay to be able to pick and choose, and a lot of it is in HD.
Wonder where the breaking point is? I'd easily give up everything but the PL and the CL. I'd be prepared to pay quite a lot for those two competitions though.