For those who choose to keep it, or for whatever reason, have to. (like me)
Call them. Tell them you have an offer from their competitor, and you were wondering if there is anything they can do about the price.
I told them I had an offer from Dish for a $300 card (which I did) and other perks.
I just came off of a year of a $20 a month discount. When I called last week, I got a $35 a month discount, for a year.
I have heard it works both ways, for Dish or Directv.