I understand that the the end date is the end of 2025 so they are ok selling this this now.
You are assuming the existing customers want voice. I think they are assuming that when they say to the customer "you can cancel the voice and save £10/month" many more will say "thank god, weren't BT rip off merchants" than will say "do we have to jump ship to get a landline"... (yes I know plusnet = BT but do its customers)
... its likely of course that many of the current John Lewis customers will want to keep their landline, but I am sure many will want to switch as:-
- They are losing their John Lewis e-mail addresses
- John Lewis's service was rated as a "avoid" by Which
so I can't see why anyone would stay
Dave