My idea is this: I think Koodo would be one of the greatest cell phone carriers in Canada if they only charged their clients for what they use. What I mean by this is that everyone still has a plan but they only have to pay for the amount they use, resulting in the rest of their unused minutes, data, text messages, etc. being refunded to their Koodo account, which they can use later. Koodo still profits and becomes even more competitive to rival cell phone carriers because they don't have contracts AND now only charge what is necessary. This satisfies their clients more than ever before (keeping Koodos reputation alive and well) and attracts more customers due to industry leading rates. Everyone's Happy!