I don't even discuss anything with the first people in customer service... I immediately ask to please be transferred to customer retention (just learned them and cancelation are the same, just a fancier word)...
Once there, I would explain that your friends were discussing how they got the ticket for free and they haven't been customers as long as you... Feel free to tell them that through Comcast or Dish Network, you can get a comparable package for a fraction of the cost, and that the only reason you still subscribe to Directv is for the NFL Sunday ticket, and if they aren't prepared to give you the same free Sunday ticket as they gave your friends, you no longer have a need for their services, and have no problem contacting either one of the afore mentioned companies in an effort to decrease your entertainment bill...
If they call your bluff- feel free to cancel.... You are considered a new customer after two years and can get that smokin' deal they advertise on tv all the time!!!
That's another thing... You've been with them 10 years just about... They should give you an offer to stick around.... It's called loyalty... Lol...
If all your efforts are met with the "hell no" request and you don't want to cancel, get a little (not much) irritated and explain that you are going to discuss cancelation with your spouse and expect to hear back promptly... Throw in the ol "I can't believe you guys are willing to lose a customer over the Sunday ticket!"
If that doesn't get it for you- I don't know what will