I have a suggestion for a possible Shaw Friends reward.
Shaw Friends is supposed to reward customers for staying with Shaw, and a big beef of long-term Shaw customers is that the hardware quickly becomes obsolete, and Shaw forces you to re-invest in brand new hardware every few years so that you can continue to receive new channels, access VOD, and the like.
Although I have suggested that Shaw include a warranty vs obsolescence in their Shaw Friends rewards, I think this is unlikely to happen, since hardware sales are too much of a cash cow for Shaw.
As an alternative, though, I'd like to suggest that Shaw offer something like the "tab" offered by cell phone companies. The phone companies' "tab" offers apply a portion (usually 10%) of your cumulative service costs as a credit towards the purchase of new hardware. So, if your plan is $50/mo, you get $5/mo applied towards a new phone purchase. Shaw could do the same thing - a portion of your Shaw bill would accumulate as an equipment credit towards new hardware. If you're paying $100/mo for services, you'd be paying $3600 over 3 years, and at the end of the 3 years you'd have $360 equipment credit - enough for a new PVR, allowing you to take advantage of the latest technologies.
This would treat existing customers more fairly regarding equipment offers (since new customers often get "free PVR rental 3 years and then it's yours to keep"). It's also the sort of reward that management might like - it encourages people to become long-term, loyal customers, and high-revenue customers are rewarded more than Basic customers.