Virgin Media helpline charges

[LDunlop76]

When Blueyonder provided local broadband services, calls to the helpline on the 151 number were free. I read today that now Virgin Media has taken over, they have removed the free helpline service and calls will cost 25p a minute. This is in contrast to the BT charge of 4p and Tiscali's fee of 10p. How can Virgin justify such a price hike?
http://www.guardian.co.uk/consumer/story/0,,2130841,00.html