Having worked in a Jobcentre Plus, I can tell you that one of the first things people give up when they lose their job seems to be internet/tv and as Virgin package the two (three if you include phone) it's a big bill and unemployed people cannot afford it. Secondly, as more people buy mobile devices and internet enabled phones, they are not seeing the point to home broadband as many people (particularly women, and we have a lot of single mums in the UK) only use the internet for email and facebook.

"The Internet? We are not interested in it" - Bill Gates, 1993