If they're aware, it's not like there's anything they can do about it - it's all down to the signal you receive from your provider.
With non-HD channels (you can't assume every channel, or every program on a given channel) there IS a viewing difference.
FWIW, we have DirecTV in the boonies and the only differences I note between channels (shopping or otherwise) is the difference between SD and HD, and between film and live. Not all providers show all available HD shows in HD either. And then there's how much you pay for HD service. When I lived in LA I had every possible HD channel except HBO-types. Here, the household doesn't pay for all that and we only get half as many in HD as I'm used to. More $$=more HD channels.
When you speak of "squishing" - most TVs these days let you change the aspect ratio of your picture, and sometimes for some programming you do need to change it: 16:9, 4:3, standard, letterbox, etc. that might help.
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