The policies it bought were all past the standard two-year contestability period, Mr. Thomas said.

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Given this contestability Apple cannot simply rest on its laurels and bleed the consumers dry.

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Choice is only truly meaningful when it sits alongside contestability: the ability to contest, or challenge, poor performance by turning to an alternative that is able to deliver the service more effectively.

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He would say that his government does have a big idea: to bring excellence and choice to the public services through a combination of increased funding and (New Labour buzz-word meaning competition) contestability.

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