It might appear unfair & illogical (especially if you are outside the target areas), but it makes sound business sense - go where your customers are, and where you can compete on a decent pricing level. It also makes sense that the 1st subsidised funding helps build outwards from the existing core.
The areas that Virgin don't want to go to are expensive to service - which is precisely why they don't go there. IIRC, Virgin are somewhere around 50% - and have no money to further build out, and appear to have no desire to either. My (previous) estate of 200 properties, dating from 1996, is fully surrounded by Virgin, but they've never chosen to come & infill there (either as Virgin, or as the original NTL). You have to ask why - my opinion is that they have no real *ambition*.
Thankfully the counties & districts have a better ambition. While many have taken the BDUK (and EU) funding (because that helps improve their local provision) and accepted the BDUK targets for that funding, they haven't just stopped there. For example, Surrey have targetted near 100% by 2013 and put more of their own money in (probably an extra £10-15m). Leicestershire have the BDUK targets for 2015, but then targetted 100% for 2017. North Yorkshire (with very sparse rural areas) has only specified the BDUK targets (but for 2014), but seems to be aiming at community-based projects to help cover more of the last 10%.
Consider BDUK as just the next step in the journey, not the end result. And every step taken in the journey makes it just a tiny bit more likely that the end becomes reachable.
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Using FTTC since 2011. Currently on 80/20 Unlimited Fibre Extra.