I'm playing devil's advocate here rather than actively defending VM, but why should loyalty be rewarded? At VM's new customer prices there's no profit at all during the first 18 months (indeed a moderate loss) after taking account of operating costs, marketing costs, "onboarding" costs, and new connection and equipment costs.
If a customer is "loyal", they've stayed with the company, and by definition are happy with the balance of price and package, even if they moan about it. If they're genuinely not happy, then they leave. If enough people leave, the company go bust, or have to change their pricing. If insufficient people leave, then the company have it somewhere about right, and replace customer losses with new sign ups.
So you do of course have two options if you don't like the end-of-contract price:
1) Take your custom to another company, and take advantage of their new customer pricing offer. Sometimes during a customer's notice period VM will make an outbound retention call offering a very attractive price to stay, but don't depend on that happening.
2) Phone up VM and negotiate a discount. A skilled player of the Retentions Game can get very close to the new customer price.
I'm a Very Insightful Person, I'm here to share knowledge, I don't work for Virgin Media. Learn more
Have I helped? Click Mark as Helpful Answer or use Kudos to say thanks