The cost should decrease as more subscribers are added. The customer can't argue that your staff does not need additional compensation, but you should also keep the customers happy because without them, you wouldn't be able to have or pay any staff. It doesn't make sense to raise the customer's rates to spend more on marketing. Your customers provide the best marketing with what they tell friends and associates about your service. An idea to keep marketing costs low and customers happy would be to give customers a discount when they refer a friend or neighbor to the service. Does it make sense to expand your fiber optics infrastructure, if most people don't need it? Sonic has been very good with customer service. Hopefully they will continue to listen to their customers and think of solutions to retain customers.
I don't think many of our customers would agree that they don't need fiber. Faster service is the primary ask from our membership today, and without continued build toward reaching you all with fiber, I can't imagine we'd be in business in three to five years.