Yesterday those scamps at Telewest delivered a dictionary definition of the word "unlimited" to BT's London fortress after the monster telco received a slap from the advertising watchdog for misleading punters.
Our thanks to all our readers who spotted this on Telewest's own Web site which raises questions about the cableco's own understanding of the word "unlimited".
It refers to Telewest's own "Talk Unlimited" phone tariff which it claims will "revolutionise the way you use the phone" because "now you can talk as much as you like for just £25 a month, including line rental".
It's "unlimited", of course, but just as long as you don't make "non-geographic, mobile, international, premium rate or Internet calls" since these are all charged at our standard rates.
An "unlimited" service with limits? Maybe.
Asked whether BT would retaliate with some witty publicity-seeking stunt a spokesman for the monster telco said: "We've got better things to do with our time."