If you don't see the big deal, fine, you've got nothing to worry about.
On the other hand, if you value having a choice about address bar search, or prefer NXDOMAIN errors to be returned properly without
DNS hijacks, or consider that you have paid Virgin to provide you with a IETF/RFC compliant DNS service... then Virgin Media has suddently become a very poor choice of ISP.
If this is a 'service' people want, then Virgin should offer it to them as an
opt in, not impose it.
Virgin have no business imposing supposedly 'value added services' without consent. (European directives makes that explicit).