It really does seem that way, surely a better way would be offering the ability to "upgrade" my existing SIM. It just seems backwards to me that they want a new account each time.
I have also noticed that they have sent me a new contract for £92pm (this was supposed to include an unlimited O2 SIM). i was told the package total would be £92 but they dont seem to have advertised the o2 price to me unless i pay nothing to O2 and the sim isnt mentioned on the Virgin contract?
I think i'll be giving them a call in the morning -something doesnt seem right to me.