Lacking in direction and failing to get the basics right
Demon/Thus was bought by Cable & Wireless and tasked with expanding into the SME market, freeing C&W to expand at the higher end, how individual gamers fit into that category I don't know. This hardly seems like something which will bring a major amount of business into Demon/Thus. I really think that the company should try and fix what doesn't work within the organisation (Such as it's support operations), finish it's shrinkage (Going from 1500 staff down to 300 in the space of 16 months, and still shrinking even now is extremely painful!) and stabilise it's services to business clients instead of trying to chase a new customer demographic. This smacks of desperation and headline chasing, a bit like when the company relaunched the brand advertising the fact they had no FUP, only to "have to" introduce one a month later due to the bad bad users forcing it's hand, a terrible failure in planning a strategy for growth.