It's also disruption by simplicity: – the Terms and Conditions sheet will only be "one page long" and "understandable by anyone", compared to the multiple page

It's also disruption by simplicity: – the Terms and Conditions sheet will only be "one page long" and "understandable by anyone", compared to the multiple pages of legalese of the current operators; – they only have 2 offers (with a variant for current clients), compared to hundreds from the competition. We all know the value of simplicity when making purchasing decisions (explained in The Paradox of Choice by Barry Schwartz). Well done Free.