I saw that offer too, and I have to say it did interest me.
For me a pole lasts about 2 years, so 2 years at 0%, then get a new one.
I like the fact that there's no upfront fee, and only a £10 fee at the end of the term. It means I could get a new Glyder 35 (my pole of choice) for £17 a month.
I always take interest free if its available when buying anything, the way I see it, you might as well have the money in your bank account than theirs if it doesn't cost any extra.