The pricing is different to what TalkTalk are offering, and even the entry level 50 Mbps service from Sky is more expensive than the up to 940 Mbps service from TalkTalk.
The most interesting point is that the ultrafast label has been applied to the 50 Mbps service, when the general consensus is that for a service to be called ultrafast it should be 100 Mbps or faster. If Sky persist with this wording, then we can expect BT Retail to refer to its up to 76 Mbps service as ultrafast too, which will muddy the waters even more, so Sky please do change the wording.
The observant will notice the lack of 'up to' qualifiers on the 50 Mbps and 100 Mbps products, replaced with the word guarantee we presume that since Virgin Media and other fixed connection speed services use up to, Sky is actually saying that their will be no contention in their network and that the only slow downs will be down to things like Wi-Fi speed losses in your own home. The up to 940 Mbps service carries the 'up to' reflecting that even with the CityFibre network behind you, offering uncontended Gigabit at this price point is not feasible.
The area of York where the rollout is taking place means there will be stiff competition for customers, as FTTC and cable based services are already available to many.