My defense is this: as the cost of technology is constant going down, we the customers are not seeing any corresponding drop in costs. And that with the introduction of new operator (called 3 Mobile). In my mind, such a competitive market would transfer these savings to customers.
Examples: A 200-minute (ish) any time any network plus some included texts price plan has stayed at around £25 for the past 6 years. More recently, they started experimenting with 18-month plans. These tend to give much better call and texting costs but when you factor in the "free" phone, they sometimes end up costing more than a comparable 12-month plan.