you probablt have an old system with an H card, that is Hackable. And they want to swap that card back, to give them a new HU card (not hackable yet)
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You own the receiver and the card.....they cannot dictate what you do with it. It is your property. And yes, chances are you have a very valuable "H" card which can be reprogrammed to receive programming for free --- this is why they are trying to discourage you. BTW -- you should be able to get $250-$300 for just the card itself if you do have an "H" card (blue card with serial numbers on back starting with "H" instead of "HU" or "F".
A close friend bought one from another friend and called DirecTV to get it entitled. DirecTV wanted $80 as a "transfer fee" for the access card. Remarkably, they backed off when my friend mentioned that the local digital cable company was offering to buy out his satellite TV setup as an incentive to switch, so maybe DirecTV shouldn't be boneheaded. I don't know their motivation - quite possibly to encourage turning back in the H cards - but it's not particularly accomodating.