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It isn't that crazy. The vast majority of services most people will connect to are in London data centres, therefore to get any sort of Internet our data has to travel to London anyway. Latency, a good junk of it, is the distance needing to be traveled. If the gateway was in Manchester, then latency would be very similar to get to and from London.
Now the crazy thing Zen are guilty off, are connecting people close to London to their Manchester gateways, then their data travels up to Manchester then back down to London data centres, giving latency in the higher teens of ms to most services, whereas they would see <4 ms with other ISPs, now that is truly crazy.
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