Existing loyal customers pay the true price of the services. That’s how VM & a lot of other companies still operate.
Due to however many price rises over the years we reached a point where we were paying top end prices for a middle of the rung package, when we eventually noticed and contacted them about it we basically got a free upgrade to a top end package, that's how we ended up with an all singing all dancing package but lets face we had been robbed blind prior to that for however many years.
It's not about paying for the true price of the package, existing loyal customers are just being treated like milk cows where Virgin keep on bumping up the price in the hope that the customer won't notice that they're paying too much for what they're getting, in fact you can't even view current prices without scrolling down the webpage and clicking not a customer. You can argue that we should have paid more attention but when Virgin send you a letter saying that prices are going up to pay for increased costs in providing those services you expect that to be true and applied equally across the board. If Virgin want to offer new customers massive discounts then fair enough if it's coming out of their profits but they should be putting as much effort into ensuring old customers are not paying in excess of the standard price new customers get after their 18mths special offer is up, or paying similar money for an inferior package.