I don't think I would say that. It's a common business model to sell a certain product at a loss to gain business in other areas. One example is the video game industry. Most consoles are sold at a loss with the parent company knowing you will most likely buy software for it. In contrast, the hopper 3 is sold at a loss knowing you will likely get dish service, vod, etc.The cost you are paying to BUY the receiver is still much less than what it cost them to make the receiver. So I guess you could say you are getting a discount.
The equivalent of a phone contract version of this scenario is the customer getting locked into a higher rate for a discounted phone, thus more than covering the discount. For dish, the parallel could be drawn with the free upgrade, not the sale through a retailer.