This mostly pertains to UK internet users, but I think they are going to try and make a bigger thing of it. It comes down to how broadband speeds are advertised, as a lot of companies use "up to" and then can't achieve anywhere close to their "up to" speeds.
It's also particularly interesting from an advertising standpoint. Virgin wants to get all ISPs to fundamentally change how speeds are advertised. Obviously, they can actually fulfill on what they offer so this would benefit them more than any other ISP.
Of course all I care about is that they linked to my dumb website, but this will start showing up in the tech news world and it could impact what you actually pay for.