Re: *Shrug*
I think you underestimate people.
A 10Mbps connection is no good for an average household... look at the numbers of phones, consoles, computers, laptops, tablets, etc. and it's quickly apparent you can kill someone's Netflix just by clicking a big web page.
And along those lines, you have to think - those smartphones are probably on 4G, almost certainly get 25-30Mbps themselves, just as part of a data allowance. When the phone in your pocket can service wifi to the whole house quicker and cheaper than the actual broadband connection, you have a problem.
And the phones have 25-30Mbps because they can utilise it easily. Multiply by, what, 8-10 devices in the average family household and you need 250-300Mbps to match the performance of a smartphone.
As time goes by those numbers aren't going to get any better and what's going to happen is consoles, tablets, laptops and smartTV's coming with 5G SIMs in them by default. At that point, broadband is useless unless it can deliver Gbps to the house in order to compete.
Fixed line broadband needs to buck its ideas up or people are just going to move to mobile telephony, and maybe in the most rural of regions too (two articles in the last week about 4G-to-the-sticks projects).
I run my whole house from a 4G Wifi router including Chromecast, TV streaming (no TV, just TVPlayer.com, Netflix and Amazon Prime), console, tablet, laptop with Steam games, etc. I'm not the only one in my area as the Wifi network names show that everyone is doing it. Mainly because BT can only promise 3-5Mbps to the center of a large town inside the M25, and Virgin have no infrastructure nearby.
They need to wake up and start competing (in the serviced areas, as well as the "why the hell is it not serviced" areas, not just the rural difficult places) or they are going to lose all their custom to people just using their smartphones. The younger generation are already wise to this - they YouTube and Netflix on their phones by choice (because then they can each watch something different in the same room, and individual 4G doesn't buffer anywhere near as bad as a home wifi with a load of people on it), they have "unlimited" data allowances, and they can take that wherever they go (even to a mate's house).
Asking your mates for their Wifi password is a thing of the past now. People just whip out their own smartphone and Google away. Wifi is actually generally WORSE than whatever you'll get on 4G in London.
For me to part with £50+ a month just for a broadband connection, you'd have to be offering me 200-300Mbps or more at minimum, with a generous data allowance and no bundled shite (I don't even have a TV, or a landline phone... why would I need one when I have a projector and a smartphone?)