TalkTalk has announced the launch of a new blisteringly fast broadband package in York - which will see normal home users, as well as businesses, able to access almost 1Gb broadband - which is about 100 times faster than regular broadband - for the same price as a normal package.
Called Ultra Fibre Optic, it is built on its own fibre network and is completely independent of BT's OpenReach network, which powers most normal ISPs (including TalkTalk's service in the rest of the country). Under UFO, you should be able to get download speeds of up to 940Mb. Wow.
TalkTalk says what this means in real terms is that you should be able to download HD movie in less than 30 seconds, or 100 photos in less than 5.
The bad news is that at the moment the service is only available in a tiny area in York - though the roll out should soon connect up much of the north of the city too.
In terms of pricing, it will apparently cost the same as your normal broadband (starting at £21.70/month) - but because it doesn't use BT's network, you don't have to pay line rental so it could conceivably work out even cheaper.
Here's hoping that this stimulates a new speed war between the major providers - and that it forces the likes of BT and Virgin Media to make our connections even faster.