Sky TV - Formula 1 Live means Formula 1 half over before we start showing it

Sky TV (New Zealand) LIVE coverage joined the Formula 1 Qualifying 52 seconds before the first (20 minute) session ended.

Oh, and while it was happening LIVE they showed promo's about how they show it LIVE, followed by "Live coverage brought to you by Bridgestone" adverts..

What part of LIVE don't they understand.

Update:

1. Martin Brundle "It was the best qualifying of 2008" - Pity we didn't see 1/3 of it
2. It also appears live means silent at there is no sound from Monza as I write.