I think he means the numbers on the pricing are weird and he finds it distracting when trying to choose a plan, not that the prices are too high. The first plan is £6, the next is £5 more, the next £10 more, the next £20 more, and the last £38 more. Where are £6 and £38 coming from? I believe he's suggesting just making it 5/10/20/40/80 or something like that.