Even though I have to say this is all quite entertaining
I have a question for easyroam in attempt of slightly getting this thread back on topic. Has your SIM always been zero cost since writing the 1st post or is this something you recently changed and then you have subsequently edited the post? I recall it being GBP9. I note your front page has also changed since the last cache on 16/03. Is this GBP29 for GBP29 a special offer you have just launched?
In any case it would also be useful if you would also edit and add the costs of the other SIM's in the leading post after they have been mentioned in this thread. e.g. UM+ and Yackie are also zero just like yours.