Why is it so hard to change package?

My existing promotional deal just expired.  I decided to review the other options available online and Xfinity forces me into seeing and being able to select only certain packages online.  If I don't log in and say I'm moving to my address, I see many other options available.  Even with that, I decided on a new package, which was an upgrade to my Internet, but kept my TV service "as is".  As I add the package to my cart, I'm forced to select a TV box and additional features are added at an additional cost without the option for me to remove.  I have my own equipment and able to use it on my current plan, which is the same TV service level on the new plan.  I don't want a TV box.  I opened the chat and the support person on the chat said I should see an option to not pick a TV box, but I don't have that option.  They then tell me to just check out and call customer service later to remove the box and/or I could return the box to a store.  Can I just get the package I want without the extra hassle?  I then called customer service to see if they could set me up with what I want.  The customer service rep was very friendly, but also ran into issues on his end trying to set me up with the package, even though he saw it as an available package for me.  Basically, Comcast/Xfinity is trying to force me into only upgrade packages at increased cost and anything I try to set up that is equivalent cost or less is impossible.  I now plan to drive to a local store to talk to someone in person.  Comcast/Xfinity, please provide better customer service to your existing customers by allowing them to make account changes online... INCLUDING changes to lower level packages.  Also, when calling customer service, I was hung up on twice after going through the 10 minute automation trying to talk to a human.  I've spent way too much time on a simple account change, especially when customer service is supposed to be a focus of this organization.