QFT.
I think it's time to make a complaint to the Trading Standards Authority and the Advertising Standards Authority about advertising "unlimited" 3G data access (which actually means 250MB/mth otherwise they cut you off as an "unfair user") and then gouging £15/month for using it.
O2 have always been the worst carrier in the UK, exhorbitantly pricing their (shoddy) services. They do more to damage Apple's reputation (by association) than anything Microsoft could ever do.
How Apple can still be in bed with them is beyond me but I predict they'll come to regret it. O2's pricing, flaky network and poor service is going to kill the iPhone market in the UK (the biggest Mobile market in Europe)... perhaps they make better margins on the Palm Pre deal?