It is. At least for residential subs, it was always a great bargaining chip five years ago. "Stay with us, we'll toss in Sunday Ticket for free! (Or insert whatever discount you were offered at the time.)" And the company was able to hold onto longer lasting subs. What's $150 in ST discounts between friends, if you can hold onto them for another year for $1,000 in subscriber fees? I'm preaching to the choir, here, but five years ago that plan definitely held suit. Fast forward five years later. If subscriber reports of numbers dropping are anywhere near accurate, that plan of giving something away for free/half off doesn't look as enticing. Plus, people are continually finding easy, new ways to get that content, regardless if they are paying for it or not. The mantra of being "exclusive" isn't really a thing now.