Over the years orange have progressively lost all the features which made them unique: Line 2, Everyphone, Wildfire, free 24 hour replacements, and recently free 0800 calls. You may not have heard of half of those features, but that's the point: because they weren't mass-market they got rid of them.
They are just like every other network now, which leaves it down to price.. where they really aren't competitive.