10ms sounds like they have FTTP, whereas you probably have FTTC, so copper coax from the local cabinet to your home.
20 - 30ms is about right for FTTC.
VM provide both types depending on the area you are in (They are upgrading to FTTP everywhere over the next 4 (Ish) years).
VM do not have any FTTC (Fibre to the cab) they have a hybrid coax network (FTTC or VDSL 2 is a different technology mostly used by Openreach, (copper twisted pairs), hence why it is slow at a distance, as the signal drops off). HFC (hybrid fibre coax) isn't restricted to these limitations (although it has its own, one of which is high latency and higher power consumption (topical at the moment))
FTTC with a provider lets say BT, can obtain pings of 8MS and below, I know this since I manage a FTTC line which has a ping of 9 during peek and 8MS offpeak. FTTC has considerably lower pings than HFC however comes at a cost (slower if far from the cab) all the FTTC lines i have ever used have been under 30M from the CAB so I have always had decent performance, even on copper lines that are 40 years old.
FTTP is capable of 1-3MS on speedtest.net if your in the right location, I know the lowest I have had in the past over FTTP with Orange was 1MS and the highest I ever saw was a massive 3MS.
From the same location cable was 26MS ping.