Amazing things happen when you breathe!
My wife worked for the aforementioned breathe when they were selling their unlimited dialup for £50 a pop with no guarantee that the connection contract would be honoured. If the user was deemed to use too much bandwidth, they were booted out, losing their £50 in the process and not being allowed back on again.
As there was no firm (or obvious) "excessive use" policy, it was down to the management to decide who was excessively using the account, and to get the wife to give 'em the bad news. Clearly this backfired when the poor saps then asked to speak to managers, who promply capitulated and gave them the connection back. Suits! you cant trust them.
The company was set up by Martin Dawes (yes, that Martin Dawes) and he swanned around in his Bentley, trousering the £50 per person and then finding the lamest excuses to cancel connections. The wife left the company when she saw what direction it was going. Strange then that Dawes first comms company succeeded so spectacularly, to the extent that it became one of O2's primary call centres. Just shows that success is not always down to the so-called leader (as Alan Sugar has also ably demonstrated with numerous crappy products that bombed, and can you say "Sir Clive Sinclair"?).
So, Do amazing things happen when you breathe? erm, no not really. Seems that the only amazing thing that happens is that the current breathe can claim any connection whatsoever to those natty adverts that wooed and confused the nation back in the day.