Hi, John, thanks for replying.
Unfortunately not, since creating this thread I have replace every network component, router, NIC, all cables, etc. This is 1000% an issue with the line, please see the new BQM and the attached screenshots.
This very much feels like an upstream issue (power?), please note, when gaming I am on a VOIP app called discord. When lagging I can hear everyone talking but they cannot hear me... shortly after I will disconnect from game + voip... this suggests to me an upload issue.
I have tested from different devices in the house (wired and non-wired) and the issue is not device specific.
Ping to my router & google:

New BQM, obvious issues:
https://www.thinkbroadband.com/broadband/monitoring/quality/share/a31619315ca598f6602b9f816409a1a7ae...

PLEASE assist, this is utterly depressing now.
Thank you very much.