Changing circumstances.
In my case (I mentioned this earlier), my goal with Zoomer always was to move to the 5GB loyalty plan. I thought that plan was a great value and met my needs. The 2GB plan was a means to an end, since you can't get the 5GB plan right away.
And then the $60/10GB plans came around in December. I never foresaw such plans being available in Ontario. It was a game changer for me. $54 for 5GB vs $60 for 10GB? It's a very easy choice.. and Zoomer had no response to those plans. They offered nothing. So that's why I cancelled.
This space for rent.