The US sent the iPhone to Walmart and the Shack, so it stands to reason the UK would retaliate with their own mass-market venue, Tesco. In other words, Brits can now stock up on razors, lettuce, and O2-powered iPhones all at the same time.
Our only question remains -- how long before America raises the stakes again? How long before you can hit a drive-through at 4am and the mechanical clown speaker asks "ya want an iPhone with that? Supersize to 32GB?"