Their biggest turnoff in my mind was getting ahead of the pricing curve. They are priced higher than the low end flanker brands like Public Mobile and Zoomer. As much as they don't like sub $30 ARPU, the sad reality is the product is worth that much. If it became apparent back last year as they threatened to unleash LTE that they would just put all their legacy customers on that network without having to change plans as kind of a let's meet in the middle compromise, I might still be a customer of theirs. They want people to shell out $800 for a band 66 phone and on top of that switch out to a pricier plan, the cost of staying was simply way too high.
Alex has a bigger office and bigger pay cheque than me, so he can pull up his big boy pants and figure out how to lure previously faithful customers back.