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Probably both 1) and 2).

Samknows data already shows VM is more affected by single vs. multithreaded tests (gains most from going from 1 to multiple download streams) and have the highest jitter.

Plus as I say, the using multiple files in itself inflates numbers with Internet Explorer.

That said, a lot of advertising about faster broadband speeds these days has tended towards "do more things at a time" rather than "do one thing faster" as companies find it harder to maintain one fast connection vs. several slightly slower ones. If network performance isn't sufficient to fill the pipe with one connection (which is becoming the case more and more often, not always the fault of the ISP mind you) then several will fill the pipe better, but only to the detriment of other users.

Essentially if there isn't enough bandwidth for everybody, running more downloads means you end up taking proportionally more, partly masking the problem. And gives an artificially inflated speed with what is still the most common browser. No wonder VM like it...