Move when you need to
It's all about nutter housemates. The benefit of unwired? If your living companion p*sses you off too much, just up and move because apparently unwired has no contracts and lets you just roam about how you please.
They've done some pretty spot-on print for it. But they also have a Facebook group, which could be where they get most of their traction. It's much better than just doing a lame "I'm a fan of unwired" Facebook page. However, I wonder how the group will fare with their legal department eyeing it 24/7. It's a pretty good fit for Facebook, everyone has a bad flatmate story (or has been a bad flatmate in the past). But if the best ones get squashed, it'll make for a less interesting group.
This one for now goes into the thinnest book in the world - good uses of social marketing by big corporate brands.