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One of the reasons we have EE 4G home broadband is because of the poor quality of our cabling and BT wanting a six figure sum to sort it out. Was easier and cheaper for us to negotiate with Hyperoptic to cable our block for FTTP for about 20% of the price BT wanted to do our FTTC and get 4G internet in the meantime while we wait for the fibre to be blown through to us.
BT literally couldn't give a toss about a block of 70 flats with 20Mbps intermittent internet in London and would probably leave us like this for a decade before getting round to do anything.
Stonehedge
The UK internet market is a bit crap. There really isn't a lot in the way of real competition for most people.
If you have either Virgin cable to your property or fibre to your property - just go for that and do your best to get a deal but accept it if you cannot get a deal.
But frequently it's one or the other, you don't get to play them off against each other and choose what is best for you.
The real problem though is that the vast majority of the country only has fibre to the cabinet (which may be 500m-2km away), and then the engineers really don't care about how bad the twisted pair is up your stairway and across the flat and seldom take care to make sure that's good. As long as any signal can get down the wire they sign it off and leave... so you may have fantastic internet to about 1km away, and pretty good internet to just outside your house, and then absolutely shite internet inside your house.
The market is terrible, the service awful, the onboarding of a new customer a trauma, the annual price hikes insulting considering the lack of investment in your service, the bundling of unwanted features a PITA (especially landline, TV, etc)...
... and yet once you have working internet, whatever you do - don't fuck it up by changing provider.