Yeah. The PM pricing strategy needs a refresh. Their target audience seems to be a mix of elderly who go into Post Offices, people who perceive An Post as offering good customer care and those who want to stay on the Vodafone network but with a better value package (albeit there is now very little difference to Vodafone X).
At some point Vodafone are going to have to do something to compete with web-based-only operators like 48 and GoMo. Unlikely that Vodafone will use PM as a route to market but maybe they might consider that option.