That's interesting. I see your example as being rejection; you are rejecting the service and that's made obvious by canceling the service. What I suspect is causing the difference in perspective is the emotional association. But then we have to wonder, does rejection require negative emotion to be true? Which I'd say, no.
I've been thinking about this idea of rejection a bit. I never thought I'd talk about it in the context of churn, but actually it makes perfect sense. Because it's not just rejection: it's adaptability. Rejection is going to happen because, well, it's also a human thing. But the ability to adapt turns rejection into connection. In this case it's saying "hey, there's something not right here, let's work on it." And I think that's something more than "normal". It's adaptability.