Wow, we asked for this and we got it - regardless of the small print, this has to be a step in the right direction. Might I suggest that as this proves this can be done, we are offered the ability to change packages in a similar manner? I get that they want a salesperson to try to keep you paying the maximum possible (a quite frankly outdated and somewhat insulting way to do business) but if this incentive came back to me in the form of an email a few days later I think that would be progress.
For comparison, has anyone ever tried to cancel a NOW TV package? It takes about 5 clicks, giving reasons, contemplating the "wonderful" content you will be missing and finally considering a payment reduction, then downgrading. It seems like a fairly simple system but I would gladly go for a web form from Virgin in the absence of anything else.