At the end of the day, Bell and Rogers have much to lose because their name will be tied to the hockey team (like it or not) and if it's evidenced that they're not willing to be competitive, then it could hit them in the pocket book pretty hard as their brand will be associated with being a loser.
My worry in any sale, is where do the 'smaller' enterprises stand (i.e. TFC and the Raptors?) Will they be forgotten about?
Also, a part of me wants to see Bell Canada win out here, simply because I despise Rogers.
Lastly, it wouldn't surprise me that whomever purchases this enterprise, I could, possibly envision the next purchase being an EPL team. Money to be made there, especially in Canada and considering they're all broadcasters, potential to control soccer rights as well.