For years, Satellite Virtual Network Operators (VNOs) are a major player in the satellite communication market landscape. Typically, they repackage services leased from Satellite Network Operators (SNOs) to provide their customers with added-value end-to-end services. However, the level of control and visibility that Satellite VNOs have on their purchased services (and underlying resources) is limited mainly because of SNOs' protective/conservative policies and the closed nature of satellite devices. From the Satellite VNO perspective, this refrains the development of novel services and complicates the provision process of the services they offer. This paper proposes and elaborates on the concept of full virtualization of satellite Hubs that enables enhancing the level of control and visibility exposed to satellite VNOs. Analysis of the opportunities brought by this proposal is presented as well as insights on how it can be implemented.