Actually, I think this will result in hefty price increases. I am constantly getting "please come back to DirectV!" calls and mail, and I was able to get another discount and two year price lock about 6 months after mine ran out and my bill went way up by simply saying, hey, hard to convince my wife not to move back to DirectV with our Dish price back up this high (and that was the total of my request before the retention person gave me my previous price and two year price lock back, plus throwing in a minor couple of other niceties.) The person who said the main competition is the other satellite company and not really cable is correct, IMO.
It will be interesting to see if it has (if it happens) give the remaining big sat company stronger leverage in channel disputes.