In my opinion 299 is to much especially when you never own the box and I believe they'll have a hard time trying to get people to pay a monthly fee , the dearest I remember V+ was 150 but I could be wrong. To me 199 and no monthly charge if you commit to a 18 month contract and take XL TV seems fair.
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Another problem with pricing to high is other competitors
http://www.bbc.co.uk/news/technology-11521742