Vodafone Simply - what's the point?

So Vodafone have released a range of simple phones but what I don't understand is how a 'simple' phone (i.e. with no features whatsoever) can be priced higher than phones with PXT, WAP, games and the like (such as this one).

It all seems a bit odd to me. Why would anyone pay more for something which does less but doesn't do the less any better?

Beats me.
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