Indeed, as the saying goes "no such thing as a free lunch" you'll pay for it, just somwehere a little less obvious than having an APR written on an agreement.

Until interest only mortgages and companies like Ocean Finance are closed down by the regulators I'll not believe any meaningful change is really happening in the financial services sector.

0% does exist - i looked at a bike it cost XXXX, decided to buy it using the 0% finance it still cost XXXX, paid of the 0% finance early with no early payment penalties.

That = 0% finance

nope, but you're not getting various people's meaning, so best left.

That's how car manufacturers sell it too.

It still ain't interest free though