[Robster]

I don't really understand this, why are C&W selling the Bulldog customer base, rather than the whole company/brand.

In that letter it says they want bulldog to focus on wholesale. Why not offer wholesale ADSL under the C&W brand with which they provide many other wholesale and large scale business services. Surely that would lead to less confusion for Bulldog customers, many of which I would guess are already rather disillusioned due to poor service.