Read carefully

As I've mentioned before, I have FiOS internet/TV service, with which I've mostly been happy.

Anyway, I just got my latest bill, and they've done something weird.  They've made it very difficult to find the due date.  It isn't printed on the payment coupon anymore at all, and is very easy to miss on the statement.

What I can't quite figure out, though, is why they'd do that.  The only thing I can think of is that they're hoping people won't be able to find it, and will end up paying late.  That seems a decidedly hostile way to do business, though; I can't see why they'd pursue it.  It might help them make a few percent more in the short term, but I can't see how it wouldn't bite them in the ass, long-term.