The reward cards have shrivelled a bit, but no upfront cost on Fibre 1 & 2 again, £10 on essential

The pricing shown on here for Fibre 1 and Fibre Essential does look right, £26.99/m for both, yet Fibre 1 looks a better deal all round, or am I missing something?

As far as I can tell, the only trick is that Fibre 1 goes up to £36.99 at the end of the 24 month contract term, 'essential' goes up to £32.99 - if you don't renegotiate another term. I guess they'll hope you 'forget'...

Go for Fibre 1 and get the reward card, it's the equivalent of another couple of quid a month off.