Well I never...
So I've been seeing this sort of article for years, but nothing ever substantial came from it. The big ISPs will still lie. At this point in my comment I would have, in the past, regale the other commentards with my shitty throughput stats. But I've signed up to a small ISP here in deepest Somerset called Wessex Internet which uses microwave to a fibre backbone. Now getting a solid 30Mb down and 10Mb up, with a static IP thrown in. It's been epic so far.
To be fair, the local council did help, with a voucher to partially cover the installation cost. (Our village pooled them together to get Wessex to run their network to us.) So thanks to "Connecting Devon and Somerset". This cost about £10,000.
As an aside, BT wanted £197,000 to do essentially the same.