O2 Switch UP - Early Upgrade Fee??

[Nagasaki]

I can use O2 Switch Up from today.

But after looking at the website and adding a phone to my basket etc, It says I need to pay an early upgrade fee.

What on earth is this? I have never had this "fee" before. Not as far as I know anyway. I have paid £10 upfront before but never the £10 plus a fee.

So what gives?

[Nagasaki]

Online with IMEI.

[RichAllen1976]

@Cleoriff Yeah because these companies aren't daft, they know nobody reads the fine print on contracts before signing.