I can't really see this applying to me personally, but as some people want to switch to a "full service provider", there should be an incentive for that customer to choose TELUS vs. Rogers/Bell. After all, is it not better to have said customer stay within the TELUS umbrella? So what could be these incentives? At the bare minimum, providing an unlock solution free of charge could be a good start. To prevent abuse, the unlock can be completed at the TELUS end while activating the account.