Why is it that only new customers can get a great deal on Full Fibre Broadband?

[Aide199]

I've been a Sky cystomer for just over 25 years and I updated my current Sky Broadband to Sky Full Fibre today, I wanted to go for the Full Fibre 500 service for £31 (which is currenlty shown on the Sky Website) however, I was told that due to the fact that I wasn't a new customer the cost would be a lot more then £31. So in the end I had to go for Full Fibre 150 for £30 (as this was in my budget)

My question is, why is it that only new customers can get this deal? (Full Fibre 500 for £31) as stated earlier I have been with Sky for over 25 years and also have my TV and Phone packages with them - So Why isn't this price available to me? Why should I have to pay a lot higheer then new customers?

[Anonymous]

Because they’ve already got you and, after 25 years, they know you won’t move, so they can milk you…go figure.  (Oh, and by the way, all the other ISP’s are just as bad today).

[Daniel0210]

@Aide199 

Better discounts are offered to new customers as an incentive for them to join. You may have benefited from such a deal back in the day. 

If you choose to jump ship and go with another provider then in 18/24 months you'll be in the same position with that provider and be able to return to Sky as a new customer.

[TimmyBGood]

@Aide199 

Offers for new customers are barely profitable: some even make a loss over the initial contract term because ISPs calculate they will recover the difference from those who don't switch.