They don’t care, they don’t have to.
They’re the phone company.
Not as true anymore. Most people are doing away with land lies and going cellular if they haven't done so already.
Last time I looked there were 4 major carriers whose coverage was good enough to be considered nationwide. in order of decreasing size Verizon, AT&T, T-Mobile, and Sprint (still HORRIBLE customer service on that one) Soon to go to three (maybe) So you have a choice, and if the 10-q filings are to be believed, AT&T and Verizon are losing customers and T-Mobile is gaining. Seems to me they damn well better care.