At what point do you suppose that that crazy, crazy idea of offering better value for the dollar, and a better pricing model, to actually compete for customers will dawn on these industry geniuses? Telling customers who are dropping your service "Your stupid. You aren't saving money but don't know it" when the customer can plainly see that they are saving money is not likely to ever help your business.
What we see though is the universal behavior of business accustomed to monopoly power, and to extracting profit though rents (no not the apartment kind). They abuse power to soak their customers, who then seek any relief available.* And the reaction to that is... never to cut back on the abuse, it is always something else - getting more monopoly supporting laws passed, whining at the customer, plain old denial of reality, etc.
*Unfortunately changing the laws is not a relief available to the individual, and it is extremely difficult to overcome industry influence on lawmakers for collective relief.