Trying to enforce a sale - no regard for customer

We signed up for a service but found that we need to give a calendar month notice with our current ISP. We called MWeb and requested that the service is activated from 1st August. The immediate response was that, No, the service has been activated and we will not accommodate your request.' I was referred to the terms and conditions and that there is no cooling off period and that the CPA is not applicable since I signed up for a service. Do these people have no understanding that being polite and accommodating to your customers will get you more business? Instead they get hostile and try to strongarm you. Do I want to do business with people like that???