Lukefowler777,
Unfortunately, this kind of thing is happening more often in all areas of life. For example insurance premiums (particularly car insurance) goes up, but offers are available to new customers that are below those of existing customers.
The "old" idea of looking after existing customers is becoming increasingly rare, making it prudent to shop around on a regular basis, and change as we feel is needed.
It may seem unethical to many, but for better or worse, is perfectly within current legislation. It would be nice to be in a world where all are given a fair price for what they get.