While many raved at the prospect of free broadband, infamously lousy customer service means it no longer appears to hold the appeal once thought...
Consequently, according to a report in The Guardian over the weekend, free broadband pioneer TalkTalk is no longer feeling the love from parent company the Carphone Warehouse with its divisional CEO told to speak with banks (*spit*) and work out the best way to demerger the business.
The most likely avenue is a simple sale lock, stock and two smoking guns barrel with current broadband high riders O2 and Sky, the latter of which is already in not-really-very-secret negotiations to buy Tiscali for £450m, hotly tipped.
By comparison it is believed the sale of TalkTalk could fetch up to £900m but that is unlikely to thrill Carphone given that the business was valued at nearly double this 12 months ago - but then again which companies weren't?
Certainly not in the running however is Vodafone, a telco which has been trying to play broadband catch up for as long as we can remember. It issued a statement saying it had "categorically no interest in buying TalkTalk". Can't get much clearer than that.
Of course muddying all this further is the fact we're in something of a nasty recession right now (I've had enough of politicians' careful descriptions) so any potential sale could well be off the table until stock markets/shareholders grow a backbone.
I suspect that may take some time...