24 hours on from the unveiling of Virgin's 50Mbit cable broadband service and nearest speed rival Be has also stepped up its DSL game.
The ISP has today announced it has successfully completed trials of 'bonded' connections in the central London Paddington exchange - a technology which enables it to double the maximum speed of its flagship 24Mbit offering to a screaming 48Mbit.
Naturally such figures tend to lead to scepticism but Be also claims participants reported real-world download speeds of between 30Mbit and 45Mbit - even if this will vary substantially depending on an individual's geographic distance from their local exchange.
"We want to push the limits of high-speed broadband," said Be MD Felix Geyr. "We already offer the fastest possible broadband on an ADSL line, but we want to take it a step further. If you want broadband around the 50Mb mark but don't want to go the cable route, Be wants to offer you a real alternative."
At this point no time scale has been placed upon a nationwide roll-out of the technology, but Be famously does things quickly (it was the first ADSL2+ provider in the UK more than three years ago) so hopes are high that we won't be too far into 2009 before 48Mbit DSL connections become a reality.
Hey Virgin... game on!