Not as easy as I thought then ,even though my phones is unlocked so it would accept any sim.
Here in the UK we must have a competitive market which helps availability and price, I think Its similar in Italy where sims PAYG sims are the norm.
I'll just get my calls diverted to my wife instead! and maybe rediscover the joys of a public phonebox!
However as I was searching the net for info on sims, I found a story on ananova about a village on the south coast of England where all mobile calls are routed through France , therefore costing the international rate!
Stu