It's a competitive world.
EE customers should vote with their feet. Companies which retain free roaming will be winners. It may be a get out for customers who are unhappy with EE but currently locked into a contract.
The costs and finances of the mobile and data networks are very largely fixed. Telecoms therefore need to maximise revenue - not look at the profitability of individual customers.
A little like airlines - flying a plane is largely fixed with the only variable costs largely related to baggage handling and airport charges. This is why seats will be discounted when there is lots of capacity on a flight and increase massively as the airline exploits seat scarcity.
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