Not true; even this article cited things customers were happy with.
I also assert people have a pretty good feel when they are being ripped off. I know two restaurants: one is a good value; I frequent it often. Another is way overpriced for the quality of food; I don't go there.
Where there is a good alternative, you switch (moving landline service to VOIP is a good example, like the restaurant above). But in too many cases, the alternatives are as much of a rip off as where you are, so you have no business to change to.