so thus, I think he plays hardball to keep up their profits.
I don't doubt that at all !
But he makes more profit by keeping the prices down - through keeping the costs paid to programmers down. This makes the service more attractive and more affordable to a greater number of people.
There is a great "economy of scale" in satellite TV. A 300 million dollar satellite costs the same to operate if it serves 1 million customers as 12 million customers. Same with uplink centers.
If the customer uses "paperless billing" and "credit card autopay" , then the only per-customer costs are programmers' fees and phone representatives (the number of calls is roughly proportional to the number of customers). Dish tries to keep both of those down to the minimum - by holding out for low fees, and by using overseas outsourcing for CS reps.