They did exactly that with the new standby mode.

You used to be able to pause your service for free. Then they changed it to $5/m but you got unlimited 256kb/s bandwidth and the dish would always be up to date. Just before the IPO they doubled that to $10/m and removed the ability to use it while in motion.

I’d love to see how many people dropped the service after that 2nd price jump which wouldn’t have been apparent until after the IPO. Both changes happened within a year.