I love how they used to pretend that their response to regulatory pressures was in fact a new product/feature offered by them. For instance, allowing me to keep my phone # was phrased in a way that would make me think that EE/O2/... let me do that for free, yay. Same applies to the EU regulations dealing with lowering roaming charges—the carrier I used at that time even developed branding for it. It’s a bit damaging given how little UK citizens know about EU.