The answer, in Australia at least, is that Rugby suffers from a class divide. Much of our talented sportsmen and women miss Union altogether as it is seen as a private school boys club and that position is enforced by its inaccessibility to the poorer folk of the community. It marginalizes the game and reduces our participant pool and viewership. Having said that, it's far too late to jump on the free to air wagon now. Regular broadcasting is on it's way out.