Mobile Phone Service Price War In The UK?

Earlier this year, after trying just about everything possible, 3 finally decided the only way they were going to get people to sign up for their service was to drop the price. Nevermind all their hype about how much better their service was and how much faster the data rates were, they were now going to be cheap. Of course, the problem with competing on price is that, well, anyone can do that. mmO2 and T-Mobile are now slashing the cost of their calls in half to make sure they're even lower than 3's slashed costs. Suddenly, 3 doesn't look so cheap any more. Now what?