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A lot of this is about upgrade paths. Faster speeds attract customers and that's good news for BT as they have some pretty cool technology that will, over time, filter through to home users.
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Ah but they involve spending large amounts of money and taking risks, something BT aren't fond of at all, they're quite a tight bunch with their wallets unless the gain is quick and palpable. Sadly innovation isn't high on the list at BT. Getting every penny out of the current set up is far higher on the list of things to do, just check out ADSLGuide.
(Spoken as an ADSL customer who wants more than BT are prepared to offer at this time).