Exactly why do you think it's wrong? How is it different from airfares where people in adjacent seats may have paid very different amounts for their tickets or "preferred" customer programs with discounts?
No one needs anything DirecTV is providing; we all have other options for news and entertainment. If any one of us feels that the total cost of service is too much for him he can ask for a reduction of some sort ...or discontinue. It really is just that simple.
I think it's wrong that Directv charges differently for the same services. Clearly if they can offer so many discounts, they could charge everyone a little less and charge the same. I also think it's wrong that airlines charge differently for the same seats for whatever reason. If you are a preferred customer based on amount paid per month, perhaps a small discount is in order, but to offer new customers a $10/month lifetime discount over 10+ customers isn't fair to me. Of course no one needs Directv. I choose them because they have the programming best suited to my desires. I simply think they could be more equitable in how they price it.