I long ago gave up this notion of loyalty, particually a companies loyalty to me.
They're faceless, money grabbing corparations who's only driver and motive is profit, nothing more nothing less.
I use one service or another until i can get it cheaper, then I move. We have just moved from Virgin late last year, now with Sky. When sky do the same, we will move again, maybe even back to Virgin if their offer looks good at that time.