orange kills their Animals

Read: Marketing's article about orange axeing their animals campaign

IMHO:

• They have a great global campaign that hasn't had enough airtime over here.
• Forcing customers to learn an animal to describe their phone usage just adds a barrier to understanding. You have to learn something extra, rather than the network understanding you.

Why don't they spend time & energy tracing each consumer's usage and tailoring packages to suit? The technology is there to do it, but I guess it's easier for them to make up some bullshit campaign than to gear their business around the consumer.