Been noticeable since BT took over EE that customer loyalty discounts have been getting slowly done away with, until I upgraded my phone last year, upgrades used to come with a 20% MRC, sometimes lucky enough to recieve a better discount for upgrading.
Last year these were dissolved at the end of the current contract and replaced with a BT 10% discount...only if you also had BT broadband, now if you don't have either another line or BT broadband, there's no incentive to remain with EE, speaking as someone who was an Orange then EE customer for almost 20yrs, EE feels worse than Virgin media, where each renewal is only getting more expensive with no reason to stay with them to upgrade again.
