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@Velocio
I got loyalty upgrades too, argued on the basis that my last free "upgrade" was actually a downgrade. I used to have 5MB up, and when they moved us to a 50MB package for free it reduced the upload speed to 3MB. I argued that my job required the 5MB up and that effectively they had doubled the price, so they gave me the 100MB package for the original cost of the 30MB package, and then when that was upgraded to a 120MB package the price remained as if it were the much lower package.
It is actually true though, upload speed is a big deal for me as I'm pushing deploys from home. But it took a lot of arguing to get the speed that I originally purchased the cable access for. They spent years lowering the upload speed, and I only got it back by them giving me a stupid fast package.
Ultimately the same thing is true as always: You have more negotiating power if you're willing and able to leave.