Concepts like austerity and cost-cutting have become such an everyday part of life that we're always vaguely surprised to hear news of anyone (except maybe financial institutions) actually doing well.
So well done Vodafone, who must be doing something right if they're announcing plans to add 150 new shops and create 1400 new jobs across the UK in the next year in a £100m investment plan.
The spending is part of an overall expansion strategy announced last year that will see Vodafone's total UK expenditure increase by more than 50% in 2014 to nearly £1bn.
The first of the new stores will open in Notting Hill, Fulham, Walthamstow, Wembley, Ilford, Perry Barr and Bicester, and by the end of the process will take Voda past 500 branded stores across the UK.
In terms of the major service providers, Vodafone right now is actually only bigger than Three, with Orange and T-Mobile having joined forces to create the massive EE, and O2 also bigger than Big Red at present.