I too have been with them since the beginning. Do not expect anything for loyalty. Over 10 years I've been "loyal" too. Seriously thinking of going with another provider, my contract ends in a week so I'm actively looking, all I've got from EE at the minute is what's advertised on the website, no freebies or discounts.
If you find a deal from an alternative operator that you're considering, then I'd recommend calling EE C/S and see what they can offer you.
That said, EE has never claimed to be the cheapest operator and will very rarely compete with some of the low-cost providers. They do pride themselves on their network quality and this often has implications on pricing.
