Channel operators don't want consumers to know they asked (and received) a fee increase. Cable/satellite operators don't want to make it appear to their customers as if they gave in to higher retransmission fees, especially knowing that those fees will be passed on to the consumer.
In the very short term, it staves off negative consumer sentiment for both sides. In the long term, it's more of a loss for cable/satellite operators since customers often finger them for blame when their cable/satellite bills increase.