Following news this week that Tesco Mobile is offering what was then the UK's first "unlimited" mobile tariff, fellow MVNO Virgin Media has now announced it is to offer the "ultimate 'unlimited' tariff".
Virgin Media is offering unlimited text, talk and internet for £65 per month on an 18-month contract. In comparison, Tesco Mobile's deal is £30 per month on a rolling contract.
The Tesco Mobile deal is SIM-only though, while Virgin Media is throwing in a handset too - either the 8-megapixel Nokia N86 cameraphone or the more recent and supposedly speedy Samsung Jet.
Of course, "unlimited" means no such thing as far as the UK's mobile industry goes, and in this instance texts are limited to 3000 per month, network minutes 3000 per month while data is capped at a measly 1GB per month.
To compare again with Tesco Mobile's unlimited offering is a little difficult as the Tesco limit is capped differently, at £500.
There's more info to be had at www.virginmedia.com.