When I signed up with Koodo for the first time this summer, I found it felt like a big commitment (since I'd be paying for this phone for 2 years), but was glad to find out about the return policy. However, it would have been great to get more than 30 minutes and 50 MB of data to use in the period between purchasing my phone and the date to return it. I think it just deters people if they don't feel that they have that security that someone will be held accountable for any issues that arise (even if they've exceeded something like the minutes) within the valid period of time that they have to return/cancel the plan. I think affording people some room makes them comfortable enough to get used to their phone/plan, which gives a more honest feel for what the next two years is going to feel like with it.
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