Martin's aim is rarely anything less than true, and he's given the cellcos one in the eye with this post. We spent some time riffing on this idea this morning on Skype. Flying to Barcelona? Why not take Easyjet? We can rent you a car when you get there. Already an Easy Mobile customer? How about a cheap roaming SIM? Spend more than EUR40 on airtime, and we'll give you airmiles, and the cross-marketing opportunities go on and on. Like Martin, I'm not at all convinced that the traditional networks are really equipped to play in this sort of landscape. The existing MVNO players were quick to point out weaknesses in the product offering (including no roaming capability - yet), but one has to question whether truly crap business strategies deserve such vociferous responses if they pose no threat.