It was my fault, but that was pretty smart of Direct to do this.
It wasn't DirecTV, it was an independent retailer. There's always some shady retailers in any large organization, and this is a classic shady tactic.
I went to a Dish house one time for a DirecTV install. Lady let me in, confirmed the work order (upgrading to HD-DVR and HD receiver), told me where the old dishes were, etc. I'm in a DirecTV shirt and hat with a DirecTV sign on my truck that was visible from the front door. I brought in boxes with huge DirecTV logos on them and set them down where the old receivers were. After spending two hours doing the install and activating the receivers, I went to show her how to use the remote, and only THEN did she realize that we weren't Dish Network, there to upgrade her to Dish's HD.
Apparently, the Dish retailer she originally ordered from made it a standard practice to call their customers once their original contract expired and tried to switch them to the opposite service, so that they could get another full commission. They promised her a "cheap upgrade to HD" but never mentioned that it involved switching from Dish to DirecTV.
She was pissed that we wouldn't take everything out and put her old system back, but once it was activated, there wasn't anything I could do. And it isn't like there was any doubt I was representing DirecTV...