I called my mobile phone provider today and was very quickly offered the chance to pay 50p to prioritise my call because ‘we are experiencing high volumes of calls today’. I didn’t take up the ‘opportunity’ and then my call was answered in approximately 2 seconds. I was amazed by this from a brand experience point of view but also a regulatory one. Is telling me there is a queue and asking me to pay to prioritise my call when there is no queue crossing a line? i’m interested to hear what you think.