My day to day experience of most people on VM is that they just want a high headline speed at what they consider a decent price and don't even know much about what latency even is. Obviously that view here is skewed as a lot of people on this forum are tech minded.
As I say, if CF are available by renewal, i'll take a cheaper deal, price is key - however i've had Vodafone on both FTTC and FTTP, the latency, routing and speeds are all fine (no difference against BT), when I had to use their CS it was excellent (BT should take note, had to go to forums to fix upload speed issues across first 3 months on their FTTP) and i'd have no qualms going with Vodafone for another 2 years.