“Until I learn to accept my reward”
— The Teardrop Explodes, Reward

I’m not sure why I always thought that O2’s Priority scheme was just to offer things that I had no interest in or were otherwise of no practical use, like 10% of Justin Bieber concert tickets at the O2 Arena for example.

An occasional £1 lunch, free coffee from Caffe Nero, random freebies from places like Hotel Chocolat and other free-to-enter competitions — what’s not to like? Essentially, I’m pretty much getting my airtime bill for nothing every month.

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