Why are there ne rewards for customer loyalty??

I just did the math. The LG fortune 4 would be $0 for new customers. It would be $99 for me, a reliable and returning longtime customer. It is originally $139. A $39 savings for a loyal customer is horrible. But then you add the $25 upgrade fee id have to pay. That makes for a grand total of $14 in savings for me. So to review, a new customer saves $139 and I save $14. The question is why is there no actual savings for existing customers? And please don't give me the referral crap. No one knows enough people to sustain a steady savings with that program.