Is COMCAST trying to put TIVO out of business (cable cards)

I went to a Xfinity store today to get a cable card for a buddy so he can hook up one of my extra tivo roamio`s

I asked how much is the service fee we were quoted 9.99 for the card...

then asked how much is there DVR they said 10.00 .. and how much is a HD box they said 9.95..

So...
Why you pay 9.99 for the cable card plus 12.99 for tivo service..

what happened the to the 3.50 a card plus a rebate...

at these prices tivo wont have much any new signups