I was with DirecTV (dish) for over 20 years. When I built my house in the country, there was no cable TV or internet. So I went with DirecTV. I talked to them over the years to get my subscription reduced but they only gave me reduced billing for e.g. 6 months. Over time, I reduced the channels to reduce the costs, big surprise.
At the time I was ready to move on, I called again. I asked don't you give any loyal customers, 20years, a discount. No...only short term breaks. So I went to Dish, that isn't any different, sad to say. Sure stated out low for the promotion period, now they are as expensive, or more, than DirecTV.
I'm considering going to a streaming service when the latest promotion ends.
As the article said, they just don't get. The infrastructure has to be paid for by now.