Sky has announced it is to raise the standard price of its Broadband Unlimited package.
The move affects new customers who sign up for Sky's £7.50 a month 17Mb deal, which was previously reduced from £10.
However, Sky has revealed it will be going back to its initial pricing structure, with customers now having to pay £10 a month plus line rental.
According to reports from ISPreview, the move could be the result of Sky's need to cater for rising data demands on the back of increasing popularity for video streaming services.
There is also the small matter of covering the cost incurred after another substantial purchase of televised sporting rights.
However, despite the increase, customers can still enjoy the standard unlimited broadband package for £5 a month plus line rental for 12 months as part of its latest offer, with new customers entitled to a £50 M&S e-voucher.
Reports suggest there could be further deals on the way in an attempt to soften the impact of the price hike.