A shame but inevitable. ITV would be better off trying to strike a deal with the BBC for alternate finals - exclusive rights every eight years have to be worth more to them then getting thrashed every four.
Not really, it's not like it's the only match they show, they had massive ratings elsewhere in the tournament. It's the only match they usually simulcast and if they don't show the final live it makes their coverage look ridiculous. There's no way the channels would agree to alternate because it would lead one channel ending with a massive anti-climax, and the World Cup Final is already a rare event, you don't want channels waiting eight years to do it. Indeed that sort of gap would probably see most of the on and off-screen personnel change anyway, and you don't want to lumber people with agreements made eight years ago. Who knows what the coverage will be like in 2018?
In addition, ITV already have everyone there so it's cost-effective to cover the final live, they'd save virtually nothing by just doing it as highlights, and then they'd have to provide alternative programming which would rate just as badly or even worse because it's opposite the World Cup Final. And the Beeb wouldn't agree to it anyway, because if nobody wants to watch ITV's coverage it's not their fault, is it? Why should they suffer? I don't see why we always have to bring adverts into it because that would suggest all BBC programming has an advantage over ITV, which it doesn't.
In the 2002 Jubilee, the Beeb thrashed ITV but nobody said ITV shouldn't cover it, it was a big event, and some people prefer their coverage.