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Customer Loyalty - Why don't rewards exist?

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I recently upgraded my iPhone 5 to a 6 and suddenly my bill went up $15/mo. When I asked why, I was told that it was because of my data plan.  The plan I had no longer existed at the old price I was paying.  I have been a customer for 7 years, and the customer service rep could not help me get back to my old monthly payment without reducing my data plan.  Why is it that new customers get all the great deals, but those of us who stay for years (and I know there are not many these days) can't catch a good deal?   Shouldn't we get some rewards as well??


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