It does speak loudly about what the perceived prospects are for the existing Telecoms retail business. Maybe they are also stuck in a strategic hole, and can't do anything independent in Telecoms for fear of upsetting the giant gorilla.
There is a significant amount of good fortune involved in building a good business. I doubt VTG will strike gold in a totally new industry, but you never know I guess.
Any talk of synergies is dreamland stuff. I can't see Vita Group has any skills in a potentially dangerous and litigious industry, where what your staff do could negatively impact somebodies appearance permanently in a worst case. It is not a retail business but a service business as far as I can see. The client type is radically different, and the risks are radically different too. I have some very negative experience with this new industry she has moved into as well.