Baggers, you are on the nail with that. Having worked in telecommunications for many years, I saw the telephone companies (mobile + fixed) develope ever more confusing tarrifs. When I saw jobs being recruited for those that specialised in tariffs and that tariffing software became ever more expensive - then there was proof of the efficacy of the strategy.
In the UK, all the utility companies have taken the same road, so it is only logical that others will follow.
The only certainty is that - if this gets fixed, they will find another route to confuse.