While I feel for Vodafone - I must admit sometimes it can be confusing.... and I do feel for the consumer.
For example - I was looking for a micro SIM for my iPAD this morning. After I found the link to the order page for a micro sim, I ended up in this page with about 2 mouse clicks:
https://www.vodafone.co.nz/mobile/ios.jsp
The only thing I got from the page was accessing the Herald, Google map and Twitter are 'Free' using Vodafone....

I thought Wow - Vodafone is giving away data for these applications for free ... before realizing they are referring to the iPAD applications on iTunes.
As a phone company selling to consumers, there are no room for confusion - words such as Free need to be used with a lot of care....
Just my 2cents...