EE is fighting to reassure disgruntled potential customers, following news that the UK's first 4G service will come with caps on how much data you can use.
Taking to Twitter, EE said, "We've had tons of comments over the last 24 hours, some would make our mothers blush." In a colourful image attached to the tweet, the nascent network goes on to plead, "Doing something on 4GEE won't use any more data than doing the same thing on 3G, there's just less waiting."
In other words, those worried about burning through their data allowance in no time flat can rest easy, because using 4G doesn't actually consume any more data, it just means tasks you would have performed anyway (downloading songs, loading web pages) happen with less delay.
That's true, but I'm not sure it cuts to the heart of people's complaints about the tariffs. The most expensive tariff gets you 8GB of data for the whole month, and the cheapest option -- a still-pricey £36 per month -- nets you a paltry 500MB per month. That's not very much for a service that's all about data.
If you go over your data limit, you'll need to pay bite-sized amounts to get more speedy data. £3 gets you 50MB, and £6 gets you 500MB.
One keen tweeter pointed out moments after EE's own message that because people can load things on their phones faster, they'll likely use their phone for more things, which will burn through data.