Considering all the anti-establishment rhetoric that Sir Richard Branson and his crew have been throwing around through their Virgin Mobile Canada service over the years, it may surprise you to know that Bell has been a part owner of the company, with 50% of the company shares since its launch in 2004. Today that;s changed and after a $142 million purchase, Bell now has the remaining 50% of the company and is the full owner with an exclusive deal in place with Branson to continue to use the Virgin brand. Bell states that Virgin Mobile will be allowed to continue to operate as an independent carrier, that the only change will be to   "realize enhanced operational efficiencies from shared network infrastructure, handset acquisition and common distribution in high-traffic retail locations such as The Source." Earlier this year Bell acquired The Source by Circuit City, which in addition to selling its catalog of consumer electronics, will serve as an outlet for both Virgin and Bell services.