We're really sorry if anybody didn't have the time to get through all of the episodes. We made a big thing out of when they all became available two months ago, and hoped everyone would be able to watch them all in that time.
If we'd kept Game of Thrones for longer, it'd mean that you could watch the first three seasons, but then would miss out on episode one of season four, which is also leaving the catch up service. Catch up episodes are available for 30 days from broadcast.
The NOW TV Entertainment Month Pass is designed to showcase the newest and best entertainment content Sky channels have to offer, supported by previous seasons of the same shows to let people catch up on what they've missed."
The cynics would suggest it's simply a poorly executed marketing ploy for the satellite service. Believe in Upselling...