You really believe that it took 4 years to do this. Possible, but not probable. You do have to look at the ramifications of what was done here.

Yes "phone detailing", the rewards, the auto pay discounts are easy to compute. But the new plans, the phone replacement, and the 1 and done contracts. Those can't be put in place overnight. You have teams of people crunching numbers, projections for good/bad, cost analysis, benefit analysis, churn. All these things had to be taken in consideration before it can be launched.

Remember that it took FEMA 4 days to get water to the Superdone when Katrina hit New Orleans. Yes that not a great comparison feeling wise, but you can understand what a company goes through to make a decision.