Customers eventually figured out that if they threatened to cancel their service, they could get discounts. Some customers have since switched back and forth between providers every 1-2 years depending on their contract terms. When they switched back, they were treated as new customers and given introductory rates. To this day, Verizon and Cox are aggressively battling it out in Virginia with billboards offering killer deals on TV, home phone and internet for “new customers”.

https://www.fieldengineer.com/blogs/observations-solutions-cables-companies