to be fair to VM they do 2 things that adsl companies dont.
1 - they have multi tier speed products with price differentials, the price difference between 100mbit and the bottom tier eg. is much more than the difference on major adsl providers. Dont BT charge the same for FTTC as adsl2?
2 - VM although rubbish at fixing bad speeds will at least discount the service on complaint as compensation.