The sub-brands of course were those independents which were originally set up, amid much government fanfare, to be allowed run independently using Bell/Rogers/Telus infrastructure … until they were "squeezed" so much that they were subsumed into the giants.
Even Sir Richard succumbed (Virgin has been part of Bell for years).
Incidentally, if you want to see the original CBC story from which I got the above link, its at:
CBC Story
It makes interesting reading. It cites Australia as being a sensible equivalent to Canada in terms of geography and population – yet with much (much) lower rates.
Now, Bell & Rogers are squeezing Telus ….. so it goes on. Won't get any better in my lifetime.
Edited By Peter Greene 🇨🇦 on 14/01/2023 00:58:57