And on the back of this recent campaign from Virgin too:
http://mediacentre.virginmedia.com/S...-ads-236f.aspx
“The unexpected interruption to primetime TV brings home the message that viewers shouldn’t settle for buffering on TV or online. More and more people are watching content online, from BBC iPlayer to LoveFilm and YouTube, and they deserve a great viewing experience every time. Superfast broadband comes as standard with Virgin Media so our customers can wave bye bye to buffering and enjoy the online TV, films and entertainment they love.”