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I found the same deal for the S4, I called into the local shop yesterday and was told they could not do a price match in store even though they have many times in the past. They just told me I had to call customer retentions. I called customer retentions this morning and was told they could not do a price match on a contract at all and that was a directive from the marketing department ! I said I had been a loyal customer for over 10 years and all they said was I'm sorry you feel that way.
I am so disgusted, I am going to move to Vodafone out of principal and I will be taking my wife and daughter's contracts too, so O2 have lost at least 3 customers today.