Promotion Ending and Frustrated with “Deals”

I initially signed up with Xfinity 2 years ago and the deal at that time was $70/month post-tax for gigabit speed. Now that my promotion is ending in the next 1-2 months, I was searching “deals” and saw that keeping the same package I have now would be $100/month for a 5-year lock. With new customers, the same deal/speed is $50/month for 5 years. What kind of “deal” is that for an existing customer?!

Is it time to just shop around and see if ATT has something similar for a better price? Anyone have experience with ATT Internet vs Xfinity?