Larger Telco's make you sign contracts so they don't have to care about you afterwards. These contracts don't guarantee anything for you, only for them! Stupid right?
With no contract we know that if we don't give you what you require 24/7 you will leave us! SO we have to be smarter and better than our competitors to keep you on board.
When we say "we put the customer first" our no contract system guarantees that we have to mean it.
Eg. When you purchase stationery you are not locked into a contract for 12 months to buy it from the same person (are you?) They keep servicing your needs = you keep buying it from them!
If it makes you feel better .. Ok then!
Every customer receives a fixed price guarantee either way.