This exact thing happened to me with a few companies, and I did not feel "slighted" or that my "loyalty" to these companies gave me special rights. I knew what I was signing for when We entered an agreement.

Off topic, but it may apply:

This is what got to me with the entire "I-Phone" fiasco. I felt Steve Jobs did a dis service to consumers everywhere by offering the rebate after the price drop. Those people knew what they were signing up for and should have been held to their original terms.