I'll go through the usual song and dance once my contract is up in August...I hate doing it, but there's no way I can pay the list price. They've been pretty fair in the past, but as others have noted, since AT&T took over, the loyalty discounts are not certain; it may take several calls before you hit a sympathetic CSR.
In my area, Fairfax, VA, I've got two other competing choices, Cox and Fios. That's been my strong hand in years past when negotiating with DTV.