Re: So EE can't now tell its customers to upgrade to a cheaper plan if they've opted out?
It's a marketing message. Even if it would be a thing I'm interested in, it's marketing. If I stopped you on the street today and said I was selling laptops for any piece of scrap paper (always assuming I was being honest), I'd be marketing to you even though you would probably see how many pieces of paper you could find in your bag. This is the deal with advertising. Sometimes, it actually tells people about things they decide they want. Sometimes, it is an annoying intrusion. Those two sets aren't necessarily mutually distinct. This is why we have things like opt out/in methods for customers to tell places whether they want to see the ads; I have opted in to some communications and opted out to others because I've decided what I want to see.