Talking about loyalty, virgin have just mailshot my area with a bunch of 'exclusive' discounts to new customers. We never got one, so it's definitely targeted at non-vm households rather than just a complete crapshoot like normal mailshots.
http://store.virginmedia.com/special...hswelcomeoffer (virginmedia.com/discounts)
And it's actually 12 months of discounts, not 9 :p
If your arguing with retentions for new customer deals, these seem like the ones to aim for.