Why is O2 top up data so expensive?

[Anonymous]

Occasionally I need to top up my data as it runs out when I'm away from home. I find the pricing absolutely ridiculous. The incraments make no sense.
100mb - £3!!
500mb - £6!!
Is everyone happy to pay this?
How can a 1gig monthly bolt on cost £5 but a once off 500mb costs £6.
Just gets my back up being forced to pay this stupid money.

[MI5 Level 94: Supreme]

Simple answer is don't pay it.
It's prob cheaper to increase your tariff than pay the ridiculous bolt on prices.

[jonsie Level 92: Chief · Accepted solution]

It would seem you are on the wrong tariff for your needs. Buying extra data is not cost effective though very profitable for the networks. 

[gindygoo]

Also buying a one off bundle isn't a fixed income for O2 @Anonymous, but if you increase your tariff O2 can pretty much bank on a continuous stream of income from u. By making one offs more expensive they're encouraging you to commit to a higher tariff, which is good for the business although obvs annoying for customers at times.

[mdoswell49]

Being on universal credit puts bolt ons out of reach, also to up my tariff to 1GB is too expensive at over £20. Come on O2, have a heart