EGS is in "growth-mode", which, among other things, means they have to provide a current service that offers better terms than the service they intend to provid

EGS is in "growth-mode", which, among other things, means they have to provide a current service that offers better terms than the service they intend to provide once they reach Sweeney's ideal 50% market share. They spend a ton of money on exclusives, enticing offers and other substitutes for attractive features.