Sure Mobile Offers "Pay As You Go" BlackBerry Plan

Their name may not be know by most of us in North America, but Sure mobile flies their satellites high over the English Channel and services the islands of Guernsey, Jersey and the Isle of Man.  They introduced their Pay As You Go Blackberry plan to satisfy all those users afraid of commitment.  It seems to me that with the easy unlimited options not being terribly pricey, a PAYG choice wouldn't catch on.  Here is what Sure offers:
Internet and email access for 7 days on a BlackBerry handset will cost £5.  The £5 will be deducted from the pay as you go balance weekly.

• Data services (email and Internet) can only be used on a Channel Island or Isle of Man Sure network.
• All call charges are the same as on the standard Sure pay as you go price plan
• Roaming countries, networks and call charges are the same as Sure pay as you go CAMEL roaming

I would hope (and assume) that Sure has done their research on the subject hence why the plan is offered to their customers. Pay As You Go or "no contract" phones do well here in the US, but the thought of having a plan to match for a Blackberry never entered my mind.