Shaw intentionally misleading it's customers?

So I visit Shaw's website for cable tv. I look at their offerings. I see what I think is a sneaky tactic they're doing now. Of course, it's perfectly legal but I don't think it's ethical or moral. The promo or locked in price quoted is based on 2 years, and it is in large font. The regular rate is in the smallest font and instead of Shaw quoting the full new rate, they are quoting just the price difference. For example, the Personal TV price is $29.90 on a 2 year plan. The regular rate is an additional $13.10/MO. This method forces the person to think how much the service actually costs and makes them get out their calculator if they can't do the math in their head--requiring more effort. I think this approach is very deceptive and unethical. I think it's simply a marketing ploy to deflect the real price so people don't realize how much they're really paying. I believe they're hoping people won't take the time and effort to absorb how much the service really costs. Pondering this. I have to ask, do people really want to see the difference in price or do they want to see the actual price? I believe most people want to see the gross price they are paying so they can compare the service correctly. I don't believe they want to know how much MORE it costs. Just like I don't believe people want to know how much financing a car costs them on a daily or weekly basis. What's next? The heavily paid marketing groups will switch their campaign to how much things costs on an hourly basis just to lessen the blow of how expensive the product or service really is. Any way, the plan above jumps from $29.90 to $43.00 and writing $13.30 is certainly is more attractive then $43, isn't it? And what happens when the Shaw subscriber then calls in and complains about the "deception" in frustration after they see their bill? Shaw will say they are saying they did nothing wrong. The price is there, you just have to do the math. And in frustration, the subscriber might very likely cancel their tv services and jump to Telus. Is that what Shaw wants them to do? BTW, Shaw rejected this post in their forum. What a surprise? Not.