chenks may have been a bit blunt but to the point rosie.
customers bemoan loyalty but will only stay if they get a discount. there is no customer loyalty there. people stay because it suits themselves be it because of the service and or they are getting a discount and or can't be bothered to switch.
if your price has gone up 10 pounds mid contract that tells me you had a loyalty discount ending which would be clearly stated on your bill. some phone 150 thinking of leaving option and haggle. most don't and continue to pay the normal price, which is what your bill has now gone upto, ie the price it should be.