In the grand scheme of these companies most of the specials are directed at new sign up customers. Exede is really no different except that they do help out existing customers with an extra 5 GBs of data if you run out and have been a customer. I am not sure how often you can get the bonus gigs and have never used them. They also credit us with a free service call if there is a problem with your equipment. I just took advantage of this and they came and aligned my dish for much more stable signals.
I have always found the CS reps to be very helpful but I do practice a pleasant etiquette when I have a problem and I think they appreciate customers who are nice to them.