"To be The Most Trusted Provider of Brilliant Digital Experiences" - which Brand Vision?

Here’s a presentation from James Morgan, Telefonica UK’s head of information strategy for business intelligence. Telefonica new ‘vision’: “To be The Most Trusted Provider of Brilliant Digital Experiences”  

My problem is that this is all about control aka the Apple model and not an open model – implicit is that they know better than you about what you want!