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I think it is just whatever you can argue out of them. My bills have a headline price of something like £140 and then a variety of discounts to bring it down.
I generally refuse to engage with the person at the call centre because what they offer is crap, say I'm leaving and then within a couple of days someone calls and offers a good deal (usually along what new customers get but a little cheaper).
Up until a few weeks ago Virgin were the only high speed option in my area.
aggi
I wonder what their reasoning behind different prices relative to service is? I'm in the south west now so expect some kind of rural premium but I don't feel 75 represents good value for a constantly interrupted 200mb internet-only service (or it wouldn't if there was literally any alternative that served my street). Are there lots of alternative suppliers near you?