When Telecom launched XT in May, Vodafone was quick to point out the upgraded networks’ plans’ lacked $10 txt. So was Vodafone’s virtual network partner Black+White, which staged a publicity-stunt funeral procession for the plan.

$10 all-you-can-eat txt had been a hit for Telecom’s old CDMA network, helping keep customers loyal while Vodafone launched far flashier 3G services.

“As a fellow Brit I’m ashamed that Paul and Russ would come down here and take the salaries that they do, then do something as stupid as abolishing $10 txt,” says Black+White boss Jonathan Eele, referring to the emigration choices and XT pricing executed by Telecom chief executive Paul Reynolds and chief financial officer Russ Houlden. “It’s embarrassing.”