My brother in law is with Sky. Has been for 18 years. He pays about £100 a month for the full monty: 3D HD TV, phone, broadband, every extra you can think of. Anyhow he was fed up of the price and told them to stuff it, he was giving it all up and going with BT. They said sorry you feel that way, we'll ring you back. Half an hour later, phone rang. Guess who. Magically his premium has now halved, for exactly the same options and service. And not just for a few months either. Permanently. The amount of money Sky are screwing out of people who don't realise they can barter a better deal must be verging on being obscene, because we're not talking the odd pound or two here.
Of course I'm sure Virgin are no better.