All musical chairs.
BT offloaded BTCellnet (O2), now they will be in direct competition.
We have Virgin broadband, because it was the only option, the landline cables round here are aluminium cables installed in the 70s and keep getting faults, but now we have the option of Cityfibre, if it ever gets to work properly.
We don't have Virgin TV or landline, and left their mobile service because of poor service (got a very substantial refund more than 3 years after we left, as did many others following an investigation of their insurance).
I wonder what will happen to the other companies who use O2's cell network? Will they push their costs up to try and boost the chances of their mobile network?
Virgin mobile currently uses Vodafone's network (used to be EE??), Vodafone is one of Cityfibres main partners, directly competing for broadband with Virgin, no wonder Virgin mobile wanted to cancel the agreement with Vodafone that should have run to 2026!
I don't see any of this benefiting the customer in the long term, after all the intentions are to increase profits, and the income for those profits come from the customers, and the actions will be to extract the maximum from the customers giving the absolute minimum in return