I’m no mug...I simply want to pay a fair and set price for a product.
The point is that the sellers don't play fair, the best price goes to the new customer. Then the ones that will haggle, often being willing to drop the supply if necessary get rewarded. I switch Sky between me and Mrsd so that if the new customer price is the best then whoever is on the old deal cancels and the other signs up.
They dont value your continued business and why should you favour them with it?