Everyone does this, its not really an issue, but obviously its not a unique selling feature.
Nor is the EU roaming ‘forever’ for example, forever is just another selling word. They’ll offer it so long as its viable. If its not viable, they’ll remove it or increase prices. Probably the latter. Everyone offers EU roaming and international roaming so long as you continue to pay them enough.
They are. Or they must be, I assume EE and Vodafone for them to get the increased coverage, but that would come with increased cost i would imagine, possibly quite significant costs unless they’re only paying for access to specific towers.
But without knowing which its currently a non-starter for me at least.