IMHO it is a step backward.
I can fully understand reversal of the '40/20' which IMHO was not the best move for a 'budget' isp. A large portion of lines are unable to get more than 40Mbps and comparatively very few seldom use 20Mbps, or probably wont even be able to sync at that speed, so they were paying for something that a substantial portion of their userbase would be unable to use.
I doubt it would bring in that many new users, so its just throwing away £36.72 pa multiplied by 10/100's of thousands of customers. Ive no idea how many customers were on 40/20 but even at just 20k its got to be at least £0.5million wasted pa.
OTOH, cutting back to 40/2 is more about penny pinching and only saving about 50p pm per EU.. and its certainly likely to cause some customers to move or chose a competitor. 2Mbps upstream isnt that attractive to me. I got more than that on adsl2+ (2.4 - 2.6 Mbps)
It's always UK rip off, more rip off! Getting fed up with it.
I'm not sure its a rip off. Its a valid product and we in the UK have DSL pricing much cheaper than in other countries. Go look at the prices in the US and you'll cringe.
I do however think what theyve done is a step backwards and could even be a bit sneaky because I can imagine quite a few people wont realise they are now selling 40/2 even though it is on the website.