We've got ourselves into the situation where consumer broadband differentiates itself on price or trivial things like how good the Wi-Fi is on the bundled router, because the majority of providers use the same underlying product.
Customers have been conditioned into accepting a certain maximum price for Internet connectivity, or even wanting it 'free' with other services, so there's not really a huge amount of room for a premium provider to be commercially successful when the current offering is deemed good enough by most people. I would imagine the people prepared to pay £80 per month for FTTP to their home, take on a five year contract for it and pay for the installation work are a tiny minority of home users.