More cap, less data
What were they on? If this is the pricing "sweet spot", I'd hate to see what the "Sour as a daily fail reader sucking on a bag of lemons while reading latest news on Jimmy Saville" spot looks like. If the plans were so carefully and extensively researched, how is it that I've yet to see a single positive comment or story on the generous data allowances, and no one seems to have bought into the "if we chuck in unlimited voice + texts, they won't notice the humorous data caps. If the initial caps are bad, the run on prices for going through your allowance are just taking the piss - four quid for 50 meg for as a starting point is just silly.
Perhaps more surprisingly, no EE spokesweasel has managed to hint at a USP beyond faster facebook access, hi-def video and, for the business crowd, "large presentations" downloaded at the speed of rocket propelled sheep in a vacuum.
Like 3G, only more hot air, less optimism, fewer ringtones and a good deal less reason to eviscerate the bank balance.