Walking down the street behind my office today, I had to rub my eyes and look again to make sure I wasn't hallucinating when I saw this poster in the window of Carphone Warehouse. GBP9.99 for 500 minutes, 100 texts and a free phone. Go online and it's GBP2.99. 500 minutes is already a pretty big plan by UK standards, but consider that 100 free texts might each pre-empt a largely pointless 150-second call, and we might say that this plan gives 750 minutes of value for GBP0.004 per minute.
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