It makes me rather sad, peoples ceaseless search for the cheapest. You can bet your bottom dollar that these are the same folk shouting the loudest when they receive poor service, or a lesser quality product. These things are cause and effect.
While I partly agree, I have been with Plusnet for FTTC for the past 6 years and have had no issues with the service they provide and they are one of the cheaper providers. I have had several issues with my connection and these are Openreach issues with cabling and just the long line length.
Paying someone like Zen for a premium service won't have changed the way the issues with the cabling were dealt with for me.
For FTTP, cabling issues are likely to be far less of a problem (although a local CFP project has had village wide issues due to cars hitting the telegraph poles, promptly dealt with by Openreach!), so paying a premium for a service is not really all that worthwhile for a 'regular' user. IMO.
I personally just want to see good value. Even with money in my pocket I cannot justify spending £60pm for a gigabit service. £40pm I feel is around the right price point for this type of service and to create more uptake.