There's an interesting perspective on peoples attitude toward unprincipled cell phone companies at:
http://uk.news.yahoo.com/040827/325/f1dnb.html

John Michael Williams


"Council pulls cunning stunt on phone bosses"

"LONDON (Reuters) - Mobile phone bosses face embarrassment after a London council dished out their phone numbers to the public on mock flyers for prostitutes' services, aiming to prod them into action against rampant advertising by the sex trade." ...

"Chief executives targeted for ridicule by the council included Vodafone's Arun Sarin, Orange's Sanjiv Ahuja, 3 UK's Bob Fuller, NTL's Simon Duffy and O2 UK's Dave McGlade.

Telewest Chief Executive Barry Elson and T-Mobile UK Managing Director Brian McBride were also named."...