Thought I would chip in this thread with my experiences with this upgrade (or lack of)
As I had read in this thread, upgrades seem impossible if you have an old/loyalty/retention deal of a certain kind.
I currently have 20MB broadband and XL TV package for £42.50 a month and a HD box I bought for £70 a while back.
I received a mail shot today and just called them up. I have been told that the reason I can't have the upgrade is because I don't have a land line deal with them, after stating that I've never had a landline and don't want one they offered me the upgrade for a £30 one-off fee and a new monthly bill of £58! So as you can assume I'm not upgrading at the moment