Comparing Virgin's various offers and my recent bills, it appears that my chosen services would be significantly cheaper if I were a new customer.
Virgin used to have a stated policy of not charging existing customers more than newcomers, and a couple of years ago I quoted the relevant page on the website and they reduced my charges.

Does that policy still apply or do I have to phone retentions and threaten to quit ?
If retentions call my bluff, would there be any adverse consequences if I terminated my contract and immediately signed up again in order to get a cheaper deal ?
I'd be grateful for any advice.