So Vodafone has got in on the UK home phone and broadband market and is currently on trial in a few areas with national launch fairly soon. They have 8.5 million BB customers in Europe already.
http://www.vodafone.co.uk/broadband/index.htm
Three tiers of service, 17Mbps, 38Mps and 78Mbps(all up to speeds)
Of course Vodafone customers get it at great discounted prices. Also includes evening & weekend calls and other inclusive things.
http://www.vodafone.co.uk/broadband/choices/index.htm
Sounds like a great bit of ISP provided kit with many cool features and an app to stay in control of it.