Support line costs.

[#1]

Try this for breakfast time reading.
http://www.thinkbroadband.com/news/3424-bt-is-set-to-embrace-0800-and-0808-numbers-for-its-technical...

[#2]

They are only following +nets lead. As well as the 0845 support numbrt they have had a Sheffield (0114) number for support for several months now.
Another case of +net leading the field.