Crying wolf to protect the perfect scam
We all know these companies love to screw their customers, but the insanely high termination charges allowed them to go one better and screw *other* companies' customers instead: if Vodafone charge me too much to make calls to other people, I can switch - but if they demand an arm and a leg from other people to call me, there's nothing they can do about it short of not calling me. It doesn't matter if O2 or Orange would be cheaper, because they aren't making that choice!
It's good to see one telco being honest enough to admit, in effect, that it's all just a scam. It infuriates me whenever I have to call a mobile that I know I'm being screwed by whichever company is terminating the call - for that matter, I feel the same way about incoming calls, knowing that the caller is being screwed for calling me. Yes, they'll either have to eat a slight drop in profits, or push prices up a bit somewhere else - the same is true of ending *any* price gouging, though!