Going a little bit off topic I thought I'd see what these mysterious channels discretely coded on bills as "additional features" actually were.
Well here is the April 2022 listing

So clearly VM believe passionately in customer choice.
Most big companies profess to have corporate values so I wondered what VM reckon theirs are and how "x rated 40 plus" and the like fit in with them.
Actually pretty well as it happens. VM are apparently adventurous, insatiable curious, look for unexpected ways to delight, swerve the norms, stick up for what's right, are red hot and spirited.
Phew..
https://careers.virginmedia.com/about-us/purpose-values/