There is a great commercial here in the states that is about competing broadband providers. It shows a husband and wife that are turtles and they are shown complaining that there internet is too fast. So the wife asks the husband to push the computer away from the house to reduce the speed of their internet connection. They are trying to make the case that cable internet is better and faster than DSL. This is true in my opinion and you can certainly tell in videos and other heavy graphics. More and more companies are placing video and other flash animation in their sites to attract and retain more customers. The days of surfing the internet for just information are gone and it is now an entertainment vehicle.
The competition here in the US is starting to pick up but over across the pond broadband internet has been around much longer and therefore has become much cheaper than here in the states. There are companies where you can compare broadband providers to help you choose the right plan and company to fit your needs. As more people upgrade their laptops and PCs they are going to want their internet to keep up with the high speed processors. This is something that dial up cannot offer and broadband is offering more features like video on demand.