Take a look at the choice of contracts available through your average online mobile retailer and you'll quickly tie your brain in knots from the seemingly endless number of options out there.
Well, thanks to Virgin Mobile there's now yet another, but in this case it's a welcome addition to the mix: a deal offering all-you-can-eat data for just £21 a month.
It's called the Premiere plan, and it doesn't look half bad on closer inspection, either - there certainly isn't any obvious sacrifice required elsewhere to achieve that low monthly outlay.
Monthly texts are unlimited (par for the course these days, really) while you get a formidable 2,500 of calls too (who really gets through 2,500 minutes in a month? Really?) There is actually one caveat, now that we mention it: that £21 figure applies only to existing Virgin subscribers. For newbies the price is £26.
If that's a little beyond what you're willing to pay, Virgin has another new tariff that might interest you: the Starter deal, which does away with the unlimited data for a more modest £18/£13 monthly outlay.
Jamie Heywood, director of mobile at Virgin Media, had this to say: "As people look for the best value, we’re rewarding loyalty with some amazing tariffs with unlimited offerings that our customers can enjoy without worrying about hidden extras, as well as helping to combat bill shock."
The one bit of bad news is that both Virgin's new tariffs are 24-month deals only, which is a little outrageous these days considering how quickly the mobile market moves. However, softening the blow considerably is the fact that insurance, normally £8 a month, is rolled in free of charge.