content: This isn't accurate because they don't include the cost of the phone line you need to rent -- these are marketing numbers. If you pay the entire year in advance, the cost of the line is ~14 pounds. (Although it recently went up. It may vary by region too.) The "rental fee" for the phone line is how they can offer the service for 0 pounds. Come on guys, this is standard marketing showing the consumer only a portion of the cost to the consumer. BTW - Quality is also poor. The UK is far, far behind in reliability and cost IMO.