I think they have found the price point where people won't be so eager to go higher. It went from $120 - $300 from the early 2000s to late 2000s but it has held steady the past few years after several people dumped or threatened to dump on the last price bump. I'm considering dropping DTV. I can pay it, and I like DTV in general, but I did some math on the expense. This year I will miss around 6 Bear games without NFLST. Give or take a game. I think ST with the extras is $350 or something like that. So I'm paying ~$60 for each of those 6 games. Yes, I know you get more with ST but let's face it, I'm paying for those 6 games because I wouldn't buy the thing if it wasn't for the Bears. And I'm moving to a new house, right down the street from a BW3. The first step though is to call them and say I'm leaving. See what they do to try to keep me. Been a customer for 15 years.