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Service Provider Increases.

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I am with virgin Media for my TV, telephone and Internet services.
For the last two years I have used their Line Rental Saver and paid 12 months in advance for my telephone line rental. During these two years, the line rental has been £15.99 per month. The 'up front' payment was £144.00, and the saving was £47.88 off the full price of £191.88.
I have recently received my reminder for next year. The line rental will increase to £203.88, The 'up front' payment increase to £164.00, but the saving will reduce to £39.88.

I contacted V/M customer services and enquired why this discount had been reduced - surely if one pays more 'up front' then a pro rata increase in the saving is morally right. (I know that V/M are doing nothing wrong, since it is still a genuine saving).
The usual excuses were given, which included investment costs, fuel costs and, strangely, a greater increase would be unfair to those not using the Saver.
So I pointed out that the line rental increase was over 6.25% against a zero inflation, that fuel (diesel and petrol) had fallen significantly in price - she did not mention 'energy costs' so I assume the fuel she was referring to was diesel and petrol. As for fairness to non-Saver customers, I said this was their choice, and perhaps we would ALL pay still more if all the customer base declined to take up the Saver.

Having got nowhere in reality, I felt that I had justifiably made my point but, in hindsight, I am wondering if my moral argument was valid? Or are V/M chipping away at the expense of their customers?

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