Bonkers... Have paid for #TheAA breakdown cover for 8 years. Every year they try to put my fee up (a lot) and I have to argue with them. This year the fee goes up by 58%, so I ask for a discount, which they agree to, but will not match the price they offer to new customers (which is only £5 less).
So the lose a customer because they take the piss with a "loyal customer penalty".