I left Virgin after giving them my custom for almost 25 years. I had a stonking offer 18 months ago when their app offered me an upgrade to Gig1 for £18 a month. The service is generally OK, but I loathe dealing with their 'tech support' when issues arise and playing the contract dance.
In the last year or so, Openreach and the altnets have finally run FTTP in my area. Talk about buses coming all at once!! Part of me was itching to move to full fibre and the lure of symmetrical 900Mbps was too much. Not having to deal with VM was a bonus and they made the decision that much easier this year and didn't call back once with an offer. More fool them as my average latency has dropped over 13ms. See the before and after thinkbroadband ping monitor graphs