It can be done
Satellite providers in the US charging comparable fees to the cable companies provide the hardware with a charge at the beginning of the 2 year contract, which is then waived. I have no illusions, the cost of the equipment is then made back over the 2 years through service charges, fee for a DVR etc. But and it is a big but, I cannot lie, at the end of the contract the customer can usually get new equipment under the same deal. Previously I was with a cable company and I had 2 DVRs which were about 8 years old, were good room heaters, and they would only be replaced with the same antique devices if and when they failed, these were replaced with a single All Home DVR (twice as many channels to record and 5 times as much storage) and two wireless bedroom stations, all for less money than the cable service it replaced. If cable is wondering how it got to this they only have to look at the way they have screwed their customers with increasing gusto over the last 20 years or so.