[Qtx]

Virgin are probably holding out thinking that BT will give in and accept their poor offer due to the advertising revenue drop from not having their customers. With the amount of customers leaving VM over this, will they actually come out worse than if they had accepted a higher price earlier?

The maths are not so straightforward and the short term gains over long term gains have to be considered too. A majority of customers don't want the hassle of switching providers so stay with a provider for a long time so maybe this is something BT is hoping on.