Option 4 > 3 has been around for a couple of years at least
But indeed, Retentions dont seem to be retaining people much these days.
A colleague here at work was on Orange - spend was about ?35 per month I think - OVP O2 250 minutes + some texts thing I think. He just renewed asking about matching T-Mobile deals (costing around ?19 per month after discount). He ended up with a free C600 and what he called "a butchered tariff". I think the tariff was about ?25 per month but with double minutes compared to normal (I guess 120x2 or 100x2 = 200-240 mins), and he got a ?60 credit, which works out at a ?5 per month discount, bringing it to ?20 per month cost - close enough to the T-Mobile one he wanted to compare to. Not sure what he got with regard to texts, although he has a separate ?4/4MB data bundle added.
So they are still trying some form of retentions - although I'm sure he'd be better off on T-Mobile
When I got my PAC from Orange, the call lasted about 1.5 minutes - most of which was traversing their menus, and the guy explaining how the PAC worked. I phoned up, asked for my PAC and got it within a few seconds! No attempt to keep me - I was on Talk 120 - usually spending up to ?30 a month - so not a high spender.
Now I'm on T-Mobile spending ?16 per month for 200 mins, 40MB data and a free Vario