And of course simply the fact that there is, at least in some places, competition out there where there used to be none (FioS vs Cable vs Dish(es) vs Sling, etc) and that these one-time monopolies are now losing subscribers, gives them extra incentive to keep you as a customer, even if it's at a reduced rate or by offering extra bells and whistles for the current price. What they count on is that people keep services out of habit because changing services is a pain, but if you're willing to upend what you've got and get used to a new normal then you can make that work for you.