It's a valid question and I'm glad to answer (if I can). The breakage model means that we don't sell each unit at it's cost plus markup because we anticipate that some data will expire or be unused. So we take the risk of bringing the prices lower in anticipation of the saving on the upstream cost from our suppliers. However, if that unit was to be claimed, or we were liable to provide it in perpetuity, then it increases the financial risk and means that we can't reasonably keep the prices lower to cover that eventuality. Now, bear in mind that many months we actually have to subsidise these offers because more people use their data, etc, but we're fine with that because we work it into the business model. Where we don't have to, we are able to create reserves to do things like double data or mystery bonuses where we literally give away millions of rands in free data.
From a client perspective, it's something we'd love to do, it's all about ensuring that the model stays viable so we don't end up closing our doors