(There's something about the South Bank and mobile firms, by the way - Virgin Mobile's launch beano two years ago was next door at the Aquarium).
As well as closing the Thames for a millennium-scale firework display and handing out as many phones as the champagne-addled revellers could carry, O2 hired 18 pods for the evening, boy-band Blue (geddit?) and Capital FM's Neil Fox to keep the crowd moving.
One flaw in the plan, though, saw certain hacks slip SIM cards from their existing phones (of whatever network) into the new O2 handsets - fresh from the factory and therefore 'unlocked,' in the jargon of the mobile world. What a way to make journalists happy.