Demon introduced the standard dialup
pricing in the UK of a tenner a month
which has stayed fixed for at least the last six years. Most of the other ISPs were forced to follow suit.
Many people continue to shell out for a Demon account
because so many online communities block free ISP
addresses, because there is no charge for tech support
and because they offer a fixed IP address
to users. (Free ISPs typically charge 50 pence
a minute for help services.)
Also, ten pounds a month is a reasonable amount to pay to avoid the overwhelming quantity of advertising
that ISPs like Freeserve
throw at you.