Where I am there is truly a choice. I have Virgin's own cable (fibre optic - recently upgraded to their fastest speed), or that of BT OpenReach (copper, but soon, I am informed, to also be replaced with fibre optic).
For most people, whoever you choose, the cable will be from OpenReach. If it is copper, it will be slow. If it is fibre, it may be fast.
Behind all the rhetoric, advertising, good and bad reviews, it is all the same. For me, I get the advertised speed. Only Virgin's customers on Virgin's new fibre get that. All the rest get sold lies.
Until the lying, thieving pack of inhuman beings we elect, who call themselves our political representatives, but in truth are a bunch of thieving, conniving, self-interested crooks, actually change the law and oversight of these huge monolithic corporations, and force the provision of to the door fibre, we can expect to be poorly served and robbed blind.