My lad is the same...he has got sky multiroom, and he refused to have a phone connection...not a problem, they said.
Do you think its a marketing ploy to eventually get you on all their products, broadband and phone calls, upgrades, etc 
Don't get me started, Terbs. I had this very discussion with lumps and bumps last night.
She was telling me how wonderful her friends iwatch was for running apps. 'Yes dear' says I 'but it doesn't get a gps signal like your garmin watch'.
That's ok, says she, it connects to your phone and gets it from there.
No, says I, it connects to your iPhone and gets a signal. Not any other phone, just an iPhone. Don't you see? Buy one apple device, and that's you bleedin lot. Next time you upgrade your phone, it will have to be an iPhone...........blah...blah....