What does bother me is the fact that O2 and Apple have worked together for around 2 years now, and O2 still do not understand Apple customers.
Actually the funny thing is I think O2 do know Apple's customers quite well, a bunch of loyal fanatical fan-bois who will buy whatever is released and at whatever price. Apple customers have already proven time and time again they will pay well over market rates for products, O2 are just milking them for all they are worth. Doesn't mean I won't be getting a 3GS, but don't kid yourself..they are in business for 1 reason...