You have all been discussing the material cost of being on 2d compared to that new VF plan, but there's also the immaterial. Their oversea call centres (which are now all NZ based) drove me insane, while I have never been treated poorly by the 2d one. For me that's worth the slight inconvenience of the data market. Other people will have similar stories for both sides of the argument.
Never underestimate the goodwill a company can earn in their customers... and the cost of the reverse