Why did Apple choose O2 as their carrier in the UK????

Why did Apple choose O2 to be the carrier in the UK when their 3G network is truly awful?
I get 1 bar of signal on 3G most of the time
Wouldn't it have been more useful for Apple to sign with 3 as they are the main 3G carrier in the UK?

I am using my Italian, unlocked, iPhone here in UK with Orange. Coverage is mostly OK and orange has got EDGE when 3G is not available.
I have heard funny stories about O2 coverage but that has nothing to do with the iPhone itselfit is just the network.
I found the T-Mobile site very useful where you can punch 3 postcodes where you mostly are and it will tell you what data and voice coverage you have.
O2 has a similar service but I am told by fellow iPhone users that is not reliable.
Not very useful to have unlimited data if you don't have coverage but you can pop into a cafe and they for sure will have Wifi that you can use.

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