This does not surprise me and they don't really want to keep their customers as I have just found out.
Currently on vivid150 (now defunct) package.
Was £25 now £35 as loyalty discount removed.
Called retention's to ask what they could offer if I sign up to new extended contract.
vivid 100 £27 then £30 after 6 months
vivid 200 £34 then £37 after 6 months
Compare this to,
Sky £5.48 (12 months half price line rental, £50 back on bill, £0 broadband £10 after year)
Virgin new customer Basic TV Line Rental and Broadband £37.
Virgin line rental and broadband £37.
Is this an American way of doing business? Rather than undercut which they could do with broadband only they align their prices with the cost including line rental?