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Because content providers keep raising their prices.
Cable providers pay the content provider for every customer who has access to a channel whether they watch or not.
When content providers raise the price, cable providers have the option of dropping the channel from certain packages or raising the price. But with customers having contracts, they can't raise the prices right away.
With more people dropping cable, the content providers need to raise their rates on the remaining customers to keep their income up. I have seen posts about streaming services raising their rates as well. One can assume content providers are raising their rates to them as well.
In addition, just about every content provider has their own streaming service. By driving more customers off cable, they are probably hoping to add subscribers to their service.
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Haven't read the fine print of the contract, but removing a channel from your selected package, then saying you need to upgrade for an additional cost to get it back seems like a breach of contract. They keep this up, I can see people start discontinuing their service.