Whilst it's hard to see the light in this current debacle, I still think there's hope for rugby union in this country. I'd say around half of the people I work with have an interest in rugby, but none apart from myself actively follow Super Rugby or even the Wallabies these days. Many played it at school, and like the game, but dislike the professional component of the game, Super Rugby means nothing to them.
One of my colleagues, didn't grow up on Rugby but coaches his kids League teams intends to get his kids into rugby in the next couple of years because he feels it would be better mental development for them then rugby league, his philosophy(right or wrong) is that tactics and strategy are more relevant in Union and will help his kids development in that area.
My point is, that the potential rugby union consumer market is signficantly greater then what's currently reflected in ratings and crowds, the poor figures represent that of a poor product, one which is difficult to engage with and not readily available for fans to buy into. Super Rugby was at its peak in the early 2000's, it was at that point when the FTA option should have been engaged with, now it's seems a case of too far gone.