When you think about this, the logic behind their upgrade strategy is entirely goofy and not done to coincide with good marketing at all.
First of all we have to keep in mind this upgrade is part of a national effort to promote and SELL a new feature with Dish Network that offers bragging rights... The first service to offer a PPV in 1080p, like "BluRay quality"
Then they send out the upgrade entirely at random with no regard to whom has the specific capability to actually use such a feature and second, without regard to whom is willing to purchase the PPV. The conditions for success in this are set up to fail from a marketing viewpoint.
I would be one who will purchase once just for curiosity but that's it! I have no interest in paying more to see less in BluRay quality with Dish Network. I watch the movies in the lowest cost possible service and for me, right now, that would be renting the BluRay movies at Block Buster for $30 a month unlimited. If I find I really like a movie and would want to see it over and over, I'll purchase the disk for my library. The DishNetwork offer is IMHO, too expensive, too restrictive, and offers only a portion of the BluRay experience.
This attitude I have is really too bad because I would really like to support the effort to launch lots of movies in 1080p24 x 1920. I have the hardware, but its just the cost that's way out of whack with the competition. IT probably is unlikely they would ever do this but to compete with a rental house, Dish needs to price their 1080p less than the competition or at least comparable considering the missing content they will be offering. e.g. I would say that given the latest BluRay prices at BB being $5.99 for 5 day rental and you get all the extra features, Dish would need to offer theirs for 2/3 or about $3.99 for a 5 day rental viewing period. I's ask for something like movie pass but I'm sure that is going too far. In fact Movie Pass at my store is never promoted and rumored to be discontinued.
Com'on Dish, work the PPV on Volume and realize the increased $ in this, rather than gouge a few people.
Note- I post this without regard to any knowledge on what a PPV royalty cost Dish to offer. It may be that the out of pocket cost per view is a royalty that exceeds being competitive. Consequently it is unrealistic in today's market place. It may not be Dish's fault.