churn rate thoughts

I'm well aware of the age old problem of churn rates, but sometimes the solutions are as much the problem. The other day whilst on the tube, I saw an Operator advert for and exclusive on a mobile device (cant call em phones any more!) Obviously there is nothing new with an Operator or MVNO to get an exclusive on a mobile to attract new customers, but then as they all get exclusives doesn't that just perpetuate the whole churn cycle. Why don't they all get together and decide that no one should get exclusive deals? every one can get any phone from any network. OK I'm not that naive, that isn't going to happen and at least Apple would strongly disagree with that idea. What's the solution? well I believe the Operators should finally start to do something with their content and internet access, I know things are getting better, but it's so slow, it seems strange to me that it has been down to the handset manufacturers such as Nokia and their content service Ovi to start creating content. But hey what do I care, I've got an iPhone, so Im happy!