Everything Everywhere was the company formed to run both the Orange and T-Mobile brands after the merger. They claimed the newly formed parent company was not going to go to market and Orange and T-Mobile would continue as they were, save for merging systems and getting savings in the background. That "promise" didn't last long. Since then, as folk will be aware, BT bought the lot. Weird since they used to have O2 so whatever logic was used to diverge from them clearly no longer applies.