Browsing Techmeme today, there were two threaded headlines for a story about AT&T increasing its early termination fees.

Techmeme Headlines

To repeat the two headlines in the image:

  • An Open Letter to our Valued Customers
  • AT&T Hikes Smartphone Early Termination Fees…

Which one do you feel inclined to read first?

For me, an organisation can only use a sentence containing the phrase ‘Our Valued Customers’ when they are giving something back, of value, to said valued customers. On the Social Media Monopoly board, AT&T PR does not get to go past Go or collect £200. A more honest title of ‘Changes to our early termination fees’ would have been much better.

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