It sounds like a throwback but it's actually a step forward: pay-as-you-go broadband.
Yes, it reminds us of the dial-up days before the all-you-can-eat plans took over, when we'd cut short web-surfing sessions to save money.
The always-on connection changed all that, and made the internet a more ubiquitous presence at home and in the office - no bad thing.
But the UK still has a major problem with the 'digital divide' between the technology haves and have-nots and more connectivity options could help change that.
As broadband penetration in the UK has just passed the halfway mark, a pay-as-you-go plan appeals to an underserved niche: the light user, one who doesn't have the funds or the desire to shell out for the always-on connection but still needs that high-speed access so necessary to get most things done on the web today. It also gives a way around the long-term contract most ISPs require and which the light user or frequent mover may not want.
Ofcom has a role to play here. Its pressure on BT to lower prices to promote competition is working. As broadband prices for operators come down, ISPs are able to give us more options - such as pay-as-you-go. Bulldog did just that with its annoucement today.
We have it for mobiles, we still have it for dial-up, why not for broadband?
It's a good thing.
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1. Eric
It is a simple case of choosing the right product for your needs.
I have a PAYG contract with PluNet that gives me 30:1 contention for less than the unlimited contract price. When my usage reaches the point where I am paying as much as the unlimited contract I will switch.