Bait and switch?

Been a Cox subscriber a little over a year now. Moved into a brand new apartment community that was pre-wired for Cox services. The apartment came with a modem that will ultimately transfer to the next renter after I'm gone. I'm a simple user and only need internet, and nothing extreme either. I'm not a gamer or doing anything requiring super fast upload or download speeds. My first year as a subscriber I was paying $70.00 per month for the "Internet Preferred 250" plan. After the year the cost went up to $90.00 per month. I recently had a service need and logged into my Cox account for the first time in ages and I discovered that other plans exist. Upon my search I discovered a plan that, lo and behold, is the EXACT same plan as the one I'm currently subscribed to. It's even called "Internet Preferred 250" plan, with not one single difference in services offered. Same download speed of up to 250 Mbps, same upload speed of up to 250 Mbps, same being ideal for 5-7 devices, and same included data of 1.25 TB per month. But guess what, it's only $70.99 per month!!! What's the catch? The catch is you need to have a tech come out to your residence and change your modem for a fee of a $100.00. I mean really, it requires a new modem for the EXACT same service? This seems deceptive and feels wrong to me. Am I being unreasonable thinking this smells rotten to the core?