The trouble is that Virgin is all for more competition - as long as it is them that provide it!
In every sphere that the Virgin brand operate they moan and complain at every turn of the coin.
I remember when they set up Virgin Radio 'The Bearded One' was demanding that the BBC gave up some of their FM frequencies.
They complained about Pepsi and Coke with the Virgin Cola.
And MATES sent someone around to the DUREX factory with a pin