British households increasingly crave broadband connections that can cope with their huge demand for the web at peak times of day, when everyone's at home and trying to stream their favourite TV shows, download films for the next day's commute, surf the internet for homework, or Skype friends and family.
The gauntlet has been thrown down to businesses, training providers and colleges to compete for the title of apprentice team of 2013 which opens for nominations this week.
Three out of four Virgin customers currently choose the slowest, cheapest package available. The ability to download an album in half a minute has no real appeal to most people. Faster broadband will not "change the way many households, consumers and businesses use the internet", whatever Mr Cameron says. In fact, they won't even notice.