Be aware that even though the service states it is 'unlimited', it is also subject to a 'fair useage' policy - if, as you imply, you want to download at 10 meg 24/7, it is likely they will ask you to reduce your useage.
When this will start to be enforced is the subject of speculation, at the moment. However, also rumoured, is that the equpment to monitor individual customers bandwidth is being installed across the network & that NTL are going to be 'shaping' network traffic - which people have taken to mean throttling p2p type traffic.
I would look into the implications of this before deciding if NTL are the ISP that will provide what you want
