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Start TV+Internet+Home Phone bundles more expensive than incumbents?

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Hi everyone, I was looking at Start’s 250Mbps Internet ($77 with modem rental) plus their 140+ channel TV package ($100 with STB rental) plus their unlimited Canada home phone ($15)...grand total of $192 + tax per month. Compared it to Rogers’ similar Ignite bundle of 500Mbps Internet (double the speed of Start) plus similar 140+ channel Popular TV plus unlimited Canada home phone...grand total of $160 + tax per month. So the Start bundle is $32/month more and the Internet isn’t as fast. Even if purchasing the modem and STB from Start (thus saving the rental fees), the package is still $175 + tax which is still $15 more expensive per month. What am I missing? I thought TPIA was supposed to be cheaper than the incumbents??

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