If it's a loyalty renewal, it's not a problem. But there are those who call in sometimes days after activating their account and demanding things.
It is a business when it comes down to it, if they could offer those prices to everyone they would. And yeah, Canadian cell phone companies are about the second most expensive in the world if I remember correctly.
I personally work in customer relations for one of the big four, and anyone that's nice to me, I'll help. Those who scream, yell, and demand, I shut down and won't give anything to. And there are no free phones :P People need to get out of that trend. Years ago there were because the phones were more inexpensive, but the models get more and more expensive for the company so they don't do the free phone on the 3 year term very often.
Like I said though, the internal restructuring of the company will put an end to the abuse of customer relations.
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