This will hurt more, unless you peer with level3.
http://www.samknows.com/broadband/n...set-to-increase-the-pressure-on-isps-423.html
Might be related to Virgin wanting to charge BBC for delivering their iPlayer content... Virgin can maybe bully the BBC around when it comes to content delivery, but Level3 will tell Virgin to go stick it. And then Virgin customers will be left with very poor access to the internet in general...

it is worse for the isp and in turn the customer. cheaper for BBC so they probably don't care. 