But now it's official - it's the very best phone deal of the year, and it has a Mobile Choice Consumer Award to prove it!
Last night was the nineteenth Mobile Choice Consumer Awards 2019 where all the finest phones, retailers and networks in the UK are celebrated and garlanded.
Three bagged a quartet of awards, including Best Value Network, Best Network for Data, Best Network for Roaming and the much coveted TechRadar Deal of the Year.
Up against some stiff competition from the likes of Carphone Warehouse and EE (there's a full shortlist of nominees below), Three's ability to give customers absolutely unlimited data for a mere £20 per month proved irresistible for the judges.
See all of today's best...
Three's Deal of the Year winning SIM only deal