Oh....really?
What an absolutely wank idea. What wet-dreaming-product-person came up with that idea? I'd love to see their market research..
ISTR that someone worked out that, at one point, BT's market cap was worth less than the scrap value of their buried copper and that the 'asset strippers' might be able to make a killing if they bought BT Group (I think they forgot the costs of digging the stuff up!).
Now that BT don't have that 'asset' any more (It's OpenReach's now, right?), it's no wonder they are resorting to advertising and a 'product useful only for PR' strategy.