New contract: same package better price or customise - challenge is you can only add, not remove

All I want to do, as a loyal customer 10+ years, is to simply retain my M250 fibre broadband and home phone package.  I no longer need TV Maxit or TNT Sports.  Don't even use home phone, but feel it's necessary to have a landline.  The Virgin TV package I never use as my TV entertainment is via broadband linked sources/paid apps.  My bill doesn't split out the cost of these indiviudally.  I pay c£99 per month for a package (out of contract) that I quite literally don't benefit from and can no longer justify financially due to personal circumstances that were not forseen and difficult household budget decisions now have to be made.

Virgin Media’s online package customisation for loyal customers is so frustrating, it only allows you to add services, not remove them!  Making it difficult for you to explore a more cost-effective package after your contract expires. While new customers get attractive deals, existing ones are faced with hurdles that are clearly designed to make it harder to complete online, you need to speak directly with customer service or the retentions team to make meaningful changes. The process is designed to push upgrades rather than reductions, leaving loyal customers feeling trapped in higher-cost bundles rather than being able to tailor their services to their actual needs.

I wonder, do Virgin Media actually care about it's loyal customers? Or is it all about short-term gains based on attracting new customers, while we are left paying the price for the same service.  With competitors rapidly expanding full fibre networks, they may very soon find themselves losing the very customers who built their success.