I apologize for our lack of communication on this issue. What SHOULD have been advised during your move was that you would either be receiving the gift card or an additional discount on top of new customer pricing. I believe that's why you were able to upgrade as much as you were with only a $10 increase.
The representative you spoke to after your first bill was correct when advising that all customers, new or existing, do incur an activation fee. We used to have the option to waive those but that was removed from the call centers. Either way, that should have been recapped with you before you ended your call as well as an email with those details should have been sent to go over before completing the order.