OK, while I am not a BT fan (TL;DR), I have to laugh at this - I live in an isolated captive area that could not get ADSL broadband due the length of copper to the exchange. Virgin dug up several miles of road to get to us, caused massive traffic disruption for months, then stopped: Just across the road from the first house. Despite a petition of over a thousand residents, pledging allegiance, Virgin decided not to go ahead.
Nearly ten years on, BT got off its butt, and brought Infinity to the area (and unless you are on the cheapest options, there are absolutely no caps on the BT service; unlike Virgin).
Virgin is now looking at coming to our area again, BUT using BT's fibre+copper!
I really hope that this new push helps those who are lacking broadband, but I think they are flogging a dead horse now for a lot of people. Also, having seen the crap a friend of mine goes through quite regularly with their Virgin service (over Virgin's own cables), overcharging, expensive phonecalls, etc...
Nope. Not gonna happen in this household. Ever!