Which is great if you're topping up by £10+ every month (because the data allowance no doubt expires). If you're spending £10/month on credit, you may as well get a rolling contract and get minutes, texts and unlimited data (Giff Gaff -> £12)

I know plenty of people who aren't willing to pay that even though they use a smartphone (mostly on wifi)... and 20p/megabyte for occasional or accidental data use is just outrageous. Data prices are still a huge problem imo.