Sky Movies - How Not To Do Voice Recognition

I went to book a Sky Box Office Movie the other night. I had to use the phone, as there's a problem with the phone link between my Sky box and the socket.
Imagine my delight when the kind sounding AutoBot thingy on the line said they were now using voice recognition. Fantastic, I thought! No more having to speak to call centres based on Mars and beyond. I had 5 minutes until the movie started and thought that'd be plenty of time.
Well, my delight didn't last for long. I had about 3 minutes of pre-recorded stuff that neither I, nor I would imagine about 99.99% of callers would be interested in, and then began the following "conversation". I'm paraphrasing here, as I can't remember the exact "words", but it went something like this:
Sky: "Say the name of the movie you'd like to book"
Me: "Management" (Yes, I know, there wasn't much choice)
Sky: "You picked 'Management'. What time would you like to watch 'Management'?" (This is good, thinks me)
Me: "10:30"
Sky: "This movie is on at 10:30 PM today and 11:30 PM today. What time would you like to watch 'Management'?"
Me: "10:30 PM"
Sky: "This movie is on at 10:30 PM today and 11:30 PM today. What time would you like to watch 'Management'?" (It's now about 10:32 PM)
Me: "10:30 PM Today" (whilst laughing and screaming at the phone)
Sky: "The film you selected started at 10:30 PM. Do you still want to book this film?"
Me: "YES, I KNOW THAT - IT'S TAKEN 7 MINUTES TO DO SOMETHING THAT SHOULD TAKE LESS THAN 1"
Sky: "Thank you, the film is now booked"
WTF? Now, surely it should be simplified as follows:
Sky: "Press the 3 digit number of the channel you'd like to watch, followed by the time"
Me: "1231030"
Sky: "Thanks - enjoy the film"