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That is interesting, in modem mode the NAT table is held by your own router and not there's.
But, it's still possible to do connection tracking and have a conntrack table that would provide a high confidence signal as to the number of devices on the network.
Virgin famously use a lot of traffic shaping and I would not be surprised if they have flow tracking stats that provide this info from their side and not from the hub — actually I'd say tha this is more likely :)
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I would guess that you don't have the modem mode fully switched on. When enabled the only device that can be connected would be your router as the WiFi and remaining Ethernet ports are switched off. If that is the case you can probably get a bit more performance out of it by checking and switching.
Was interested that Virgin could tell how many devices were connected to my network even though I only use their hub as a modem, not a router.