No one is asking AMC to be "loyal". But being purposely disloyal is not good business. There are going to be a small percentage of DISH customers who are bothered enough to leave DISH. If those were the ones AMC was really going after they could have just allowed DISH to offer AMC a la carte. They might even have made more money off those people compared to them leaving DISH for another provider since those customers are clearly willing to pay a premium for the channel. However, what AMC wants is ALL of DISH's customers paying a fee for AMC. That's why they want to be included in a package. So, they're really only hurting themself by actively encouraging people to leave DISH.