Virgin Media came out all guns blazing to announce its 100Mb broadband, but it looks as if the cable giant could be on the back-foot again after BT announced plans for a 1Gb service.
Virgin Media's plan is for a widespread roll-out of its super fast service, but even with a small platform for BT's super, superfast service the news wouldn't have been too well received at Branson towers.
The 1Gb trial, which is intended to support the government's plan to create the best broadband network in Europe by 2015, will take place in around 40 market towns starting with Kesgrave in Suffolk.
The line-up of towns hasn't been confirmed as of yet but the Kesgrave trial will launch early next year and will be built on BT's fibre-to-the-home (FTTH) technology.
"We intend to continually push the limits of our super-fast broadband programme in terms of the technology and the geography," said Oliva Garfield, BT's director of strategy.
Most BT broadband tech is of the fibre-to-the-cabinet (FTTC) technology which is slower, and the telecoms giant has been criticised for planning a FTTH platform to just a quarter of the homes it intends to offer fibre optic broadband to.
Culture Secretary Jeremy Hunt (if ever there was a perfect name and job title for a spoonerism eh?) will on Monday outline the UK's business broadband plans with the coalition government set to provide £830m to companies willing to offer fast broadband services in rural areas.
All of this comes in the week that the UK was voted 24th in the world rankings in terms of value for money with their broadband connections.