Inconsiderate greedy cancellation policy

Recently got a new motorcycle, and obviously wanted to continue with my current insurer. Had gotten quoted from a different company that specialises in motorcycle insurance. I am saving more than 50% per month goibg with the other company, and they cover my needs as a motorcyclist. Upon commencing new cover for the new vehicle, Dialdirect happily takes a prorata just as this was a few days before end of the month. Upon requesting cancellation, no refund, no prorate for the 10days of September that was covered. This I find extremely anti competitive and also downright greedy. It is this type of business model I will warn other people against, and gladly refer my motorcycle friends to my new insurer. I am disappointed by otherwise good service I had from Dialdirect. I expected more.