Prices too high and suddenly jump when you want to cancel contract

Having been a client for 25 yrs (never missed one payment). When you eventually want to cancel your contract due to Vodacom not coming to the party with prices, they suddenly want to give you the best deal, and that after having taken out contracts with other service providers 2 weeks before cancelling as the upgrades where not interested to giving you a good deal. Why take advantage of a person for so many yrs (especially in the time of lockdown) ? Such a pity