3: money for nothing?

Everytime I see an new 3′s campaign I can’t help asking myself: why are they wasting their money like this?
They keep on signing up celebrities who apparently can’t live without making video calls. As it often happens for tv ads in my country, the spots are simply pathetic. In the tv campaign launched this week (read more on Pubblicit� Italia), 3 has invested 30 million Euros, which is an enormous amount of money to promote a service which is actually not yet available in most Italian zones. Wouldn’t it be better to invest in improving the infrastructure instead of trying to gain immediately disappointed customers?