Today's formal re-naming of cable company ntl:Telewest to Virgin Media co-incides with the introduction - or at least, the ability to place orders for - 10 different bundles of services, up to and including true quad-play - TV, internet, landline phone and mobile phone.
Equally significant, new and existing Virgin Media cable-phone customers can have a 39-channel cable TV service for free.
A £25 fee does have to be paid for installing the receiver but there is no monthly charge on top of the £11 phone-line rental.
We're in the process of analysing the various package deals and will be posting a full news story later.