Sort of... Freesat is a joint ITV/BBC venture, so no rights-buying required. But yes, the exclusivity element is a biggie for Freesat.
It's rumoured ITV HD will become part of the standard Sky HD line-up once the new viewing cards come into play, but there are still issues with regional adverts. Though as said, they're just rumours - we've heard nothing official from Sky or ITV.