Look at the reasons given for this option no longer being available;
"Not only can this feature make it complicated to track your remaining minutes allowance",..... So reading the text after each call recieved was too difficult?
"....it also makes it difficult to communicate the offer to new members."
The quality of an idea and the quality of communicating an idea are two seperate things.
"......we found the majority of members don’t benefit from these additional minutes."
Giff Gaff offers a number of options, the "majority" will only use the most popular one. The vast majority of options will not be used by the majority of people. It would be mathamatically impossible for it to be otherwise.
I can't stand it when companies provide an inferior service and word it in a way that suggests that it's to the consumers advantage. Disingenuous at best.