I get products offered; no mention of cease orders.
BB line: "Your line currently has a live broadband service present. This means you can migrate to us for free."
Non-BB line: "Your line is currently suitable for broadband which means you can sign up now."
1999: Freeserve 48K Dial-Up => 2005: Wanadoo 1 Meg BB => 2007: Orange 2 Meg BB => 2008: Orange 8 Meg LLU => 2010: Orange 16 Meg LLU => 2011: Orange 19 Meg WBC