Because there is still a high percentage of customer who don't keep on top of minimum terms expiring and this revert to paying full list price for services, therefore making it profitable for the companies to act in this way.
It's a standard method of working for most essential utiliy based companies (energy companies do the same thing, your fix deal ends so you end up on their standard variable rate tariff or indeed the price cap whichever is applicable at the time).
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