Phone upgrades - why are existing customers shamed?

For the record, I hate smart phones.  They are useful for two purposes - taking pictures - I'm an engineer very useful, etc and - wait for it - taking 95% spam calls and a few real calls.  Yeah, I wonder why I have the dang thing.

So years ago, we signed up with Sprint, the wife wanted new phones, they had a great deal, etc.  Best monthly rate was for the business plan.  The Sprint to t-mobile transition was been an epic disaster.  i'm locked in some sort of limbo, I pay the bill, but my wife owns the account, no one can fix it.  Anyway... 

My iPhone 11XR (old I know) is insane.  It loses contacts, is dysfunctional, etc.  I walk into the store to discuss a new phone.  Clerk: "We'll give you a $100 trade in on your XR, and your new iPhone 16 <anything> will be around 1k."  Me: "f**** that."

As I'm walking out the door, there is a big sign that says come to t-mobile.  We'll give you up to 4 iPhone 16 Pros for free new lines only.

What about your loyal customers tmobile?