Same monthly price does not mean free. £30 activation fee isn't "free".
Even VM themselves never referred to the upgrade as "free" on the upgrade page before it was pulled. The only way to get 30mb for the same monthly price is to pay £30.
Quote:
Upgrade to 30Mb broadband for just £30
We’d like to upgrade you to up to 30Mb broadband for no extra monthly cost, just a one-off payment of £30
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Charge ≠ free.