There are some quite innovative community broadband projects knocking around the UK e.g. Robin Hood's Bay in North Yorkshire, it's just that the national media either is unaware of them or not particularly interested. I think there is a tendency to talk about 4G trials for rural broadband as if it is some panacea for rural broadband. There are also plans (plan being the wrong word in some senses) for every county to 'sort out' broadband. Unfortunately this is quite hit and miss and it's been a vastly slower and less 'competitive' process than the government (and bumbling regulator) hoped. So for example that
Rutland has a decent plan.
There are other things too. For example my county South Yorkshire has another fibre scheme going. No, it isn't BT infinity, no it isn't virgin media aka cable. It is another fibre scheme. Yes, really. The idea is to cover 97% of the county (and although the county does have several big population centres the 97% covers an awful lot of smaller places). Unfortunately they are making the same mistakes cable made in the past and virtually no one knows about it and I think the company doing it may lose money. People on it around here are getting insane uploads on it of 15 or even 25Mbs.
The problem with what is now known as virgin media is that apart from a relatively small number of new builds, their network hasn't changed much in very many years. It covers about 55% of the UK population. BT infinity will cover something like 75%. If you look into the really detailed bits of infinity, it's a complete myth that infinity won't ever be coming to various 'rural locations'. There are quite a few 'rural' ones already. It will be slow I'm afraid, but it'll be a bit like ADSL where people became 'aware' of it a couple of years after it arrived.
Unfortunately access to superfast broadband doesn't necessarily equate to uptake. Northern Ireland has incredibly high availability rates of such services, but the uptake of broadband services is quite similar to many other bits of the UK. This may change slowly, but I have my doubts. Unfortunately Scotland, bits of Wales and bits of a few English counties (fewer than people think) get completely shafted.
If I didn't have virgin, I'd get either the local fibre service or infinity. So I'm glad Mrs Brewer made you get it

.