So we have been with you many years now , and every year you give a a little bump in price. Now with the last one, it puts us over $40 for the month. We are seniors and have limited income. Now I find the need to look for a less expensive alternative. So to recap.... you would rather risk losing $480 a year, just to gain $36 more?? Ok if that's how you see this, we are starting to find a replacement for you. I n the future, you should reward customer loyalty with steady pricing and gain your increases from new accounts.