O2 broadband FTW
"John Petter, managing director of BT’s Consumer Division, said: “Averages are no more relevant to customers than maximum speed...The solution to consumer confusion is explaining clearly what speeds customers can expect on their individual lines when they sign-up."
When I set up O2 broadband in Leeds last year, that's exactly what they did. They noticed I was a long way from the exchange and called me to say my DSL connection would be rubbish - and asked if I still wanted to go ahead with the setup. IMO, all ISPs need to do this.