I had exactly the same experience today. Use NowTV just for Sky Atlantic box sets (have Virgin Media) and went to cancel my entertainment pass prior to renewal at the already expensive £8.99 (£9.99 from next month). Was offered 6 months at £5.50 but got the red banner with message "This is embarrassing etc". Would have been agreeable to paying £5.50 but after going through the cancellation process again 3 times and even logging out then back in again it remained the same. Cancelled pass. May reactivate temporarily in future if any new highly recommended box sets on Sky Atlantic.