"I do wonder why they are so interested in steering me towards having a landline"
They make obscene profits on the actual calls I think. To get decent overall call costs you have to sign up for bundled packages of minutes at £X/month. Of course most people won't use all of their minutes, and of course the competition don't offer the exact same benefits in their bundled packages making direct comparisons difficult...
The more services you have with them the more ways they have to tempt you to "upgrade" to extra services.
Biting the hand that feeds IT
