Can only speak from my experience, others may differ.
After being with Eclipse ADSL since 2003, last autumn I decided to see what fibre might cost me - didn't really need it but at least worth investigating. I'd had my land line with BT (and its predecessors) here and at three previous homes since 1970 and was very happy with it. So rang BT to see what deal they could offer me for broadband.
Previously paying £14 for BB and around £8/month (+ 12 month LRS) for the land line including 24/7 calls. So in early November, after a 45 minute telephone conversation with a BT lady, I settled on a fibre deal at a total monthly cost of £9 (+ LRS), plus P&P for the hub. So a net saving of about £14 / month.
I'm happy, but couldn't see that deal available via an on-line route.
Give BT a call and see what they can offer you.
We have more and more laws, and less and less enforcement