Sky rewarding loyalty?

An interesting email from Sky. My contract is expiring they will automatically apply the in-contract discount with no new minimum term:

https://imgur.com/a/ae56Ycc

I could negotiate a few pounds more off I'm sure, but it's welcome nonetheless.

Yes I was told before my Sky contract expired that they would continue with the existing price once I was out of contract which may sound good but for me it would meaning paying £9 a month more compared to moving provider so you do the maths, its does add up if you don't do a price reset by moving to another provider.

Far cheaper than having to acquire a customer to replace you, and Sky realise that as soon as you start looking around then you are more likely to leave them. Doing this means you're less likely to start the process.

This is how things should be.