Virgin Media has been one of the UK ISPs at the forefront of pushing broadband speeds ever upwards. And its creditable reputation has been burnished a bit more this morning.

According to Neil Burkett, chief executive at the ISP, the company will be ready to offer broadband speeds of up to 100 and 150Mb within two years. This comes hard on the heels of the company’s launch of its 50Mb service late last year.

Mr Berkett told the BBC: “When we look at the market I don't see us getting the returns right now for 100 or 150Mb. As we work with application providers, and content providers... there will be a natural point where we upgrade from 10, 20 and 50Mb to something more.”

We’re as keen as anyone to see faster broadband arrive in the UK, but understand why Virgin Media is keen to hold off unveiling such services right now. This is principally because a premium service would have a premium price. And that’s something few people could stretch to at the moment.