As Jokeman said, it sounds like an advertisement for NFL Network...
I've heard a LOT of people complain about the hardware. Maybe it's gotten better, not sure, but their DVR was utter crap when it first came out. Now TiVo is trying to force DIsh to deactivate them all for patent violations. I'd be very worried if I had Dish right now.
As for new customer -- from what I hear, it's generally tied to the phone number, so if you sign up with a new phone number you should be good. To be extra safe, sign up with another name (ie: hustband/wife) and a different phone number. And remember, if they ask for a social security number (not sure if they do), you can say no -- they have no legal right to ask for one (same as the phone company, gas company, etc -- they ask, but if you push back and talk to a manager, they have to relent. ).
CW