My O2 does not even have a O2 start up screen, just the Sony Ericsson screen.

Mine has a "Sim Toolkit" and that appears to be it in terms of Vodafone crap

As much as I don't wanna pay ludicrous sums of money for what we all now see as everyday tech, it appears to be the way to go.

My SIM only, 30 day contract with Orange is great. If I wanted a Desire right now (and I kinda maybe do a little bit) I can either buy one and put my SIM in it. Or I can throw away my great deal and sign up for another 24mths just to get said expensive piece of tech for free.

I think people sometimes forget that these all singing all dancing bits of electronics are rather expensive. The real prices are hidden by grotesque monthly commitments. As Orange and Vodafone give you the phone for free, you can kind of expect them to load it up with crap in a way. I'm not saying it's right, but you can understand it.

My current phone was bought PAYG from CPW and near as damnit all their handsets are unlocked regardless of network. I had to buy £10 of credit that I couldn't use, but was a lot cheaper than going "SIM free".

Yes but you are payiong for the phone either outright through a high upfront cost or with higher monthly costs. It is just a matter of the time scale. In the end they have not given you a free phone you have paid for it one way of another. I can understand them locking you in for the duration if you have got a free phone so that they can ensure that they are repaid for what is effectively a loan on a phone. After that they are making a fortune if you stay on the same contract because they are getting paid for a phone that you have already paid for.

My point exactly. At least when you buy upfront, you avoid all this bs.

No problems with locking the phone to the network for the duration, although generally, here in Germany, the phones aren't locked and generally not customised.

The problem is the 360 package, I'd be deeply offended (and probably single again), if my 'phone suddenly had a bunch of singles and flirt sites on the home screen!

I bought a Desire (not for me) just this week from Vodafone and it came with 2.1 and had 360 on it.

Not quite the same thing though. When Vodafone buys a phone they buy thousands so they can get it much cheaper than you and pass part of that discount to you. So you will lose out if you buy on your own.

Over period of two years, same minutes, sms and data:
Desire on contract: (phone free), plan £30 x 24 = £720
Desire bought + 30 day sim only plan: £400 + £25 x24 = £1000
Desire bought + 365 day sim only plan: £400 + £20 x24 = £ 880

So it not economical from nominal amounts point of view.

Exactly. The network subsidises the handset, and as such you have to expect some level of branding. Technically it's not even yours until you complete (or are most of the way through) the contract anyway.

Also, locking you into a contract allows the network to plan ahead financially, and thus they make it more rewarding for you to accept such contracts.

I have absolutely no problems with the cross subsidy of the phone and the consequent lock in for that period, but they do not have to brand the phone. It will already have the manufacturers logo on it be it RIM Apple Nokia etc. That is just a free advertising that they impose on the buyer. After the contract period is up will they replace the phone with an unbranded facia? No, so it is not a part of the cross subsidy.

That's their choice. It's what the networks would call "added value". If you don't like your phone having "Vodafone" plastered across it, buy a generic one and then get your SIM card separately.

But it is not added value. I will simply go elsewhere, in fact that the added value has such a negative value for me that I do not use Vodafone ever. Only Vodafone and Orange were the worst abusers of the logos. I also do not want a telco splash screen on start up. These add nothing to my user experience or value.

They all do it. Orange, T-Mobile and Vodafone (not sure about O2 as I've never used them). They all brand their phones (both on the handset and with the use of splash screens etc) and point you toward their services by default. Like I said, if you don't like it, then buy generic (and accept the fact that this costs more).

Not if they're iPhones. One of the more famous parts of the agreement between Apple and the telcos is that iPhones have no co-branding whatsoever. The iPhone you buy from O2 looks exactly the same as the one you buy from Orange. No built in undeletable apps (at least not from the telco), no startup graphics, no tailored web experiences. IIRC they can include branded documentation in the package but nothing on the phone is allowed.

Sure, but then Telco's don't discount the handset...