Imagine this scenario. Your router recently got zapped so it might be better to get a replacement. You go into the store and they are prepared to hand it over. Then, they make a suggestion.

"We have a special offer for you. You're losing money by not having a contract with us. Sign it and you will keep everything you currently have. We will boost your current speeds from 400mb/s to 1gig. All for the low low price of reducing your bill by $40."

Seriously, this happened and now I have gigabit internet with a lower bill. What even? I don't get this business plan but you won't see me whining.