They don't! They've been doing G.Fast since about June. That's their 330/165 Meg products. Called "Fibre Max" in their announcement
EE Launches New 300 Mbps Fibre Max Broadband.
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 20 Meg WBC