I just called British Gas to downgrade the maintenance cover on my boiler. They gave me the hard sell on other options, but for once I managed to stand my ground. The salesperson had the perfect tone of surprise mixed with you’re-doing-something-foolish, and I put the phone down feeling like he was genuinely disappointed in me. I actually feel bad about it! I hate salesmen that good. I did go from £28 down to £15 for essentially the same service, though, so hopefully the feeling will pass.