I've always thought of EE as cowardly rather than courageous.
Shops exist to remove as much money as possible from your wallet, especially for insurance. So they push up prices until you scream.
On-line and call-centre folks are there to retain customers, so they push down prices as much as it takes to keep you on. That's how I got my phone bill down by two thirds in a couple of years, and for much more traffic.