UK has their own problems when it comes to ISPs. One of the biggest ones is that it's legal to advertise and sell VDSL or DOCSIS as fibre, so as a result most people have absolutely no way to compare the market and pick real fibre when everything is "fibre", and there's no market pressure to deliver it when you can simply sell cheaper copper-based tech as "fibre".

Another one is that speeds are always expressed in bullshit terms such as "superfast", "ultrafast", etc and raw numbers are avoided, making shopping around difficult.