There's no such thing as free equipment. You pay for it regardless of who your provider is. The difference is how (buy or rent) and is the cost visible or built into the contract. This past week I compared COX prices--with new customer special--to what I'm currently paying Verizon. New customer discounts have expired. For comparable service, switching would save me nothing.
That comparison was solely to look at their pricing structure. As a former COX customer, the quality difference between FiOS TV and Internet is so great going back isn't an option.