From the horse’s mouth
Video – BBC East Midlands Today TV interview
An example of this was the Finch’s Arms pub which had experienced a different from of trade that a “local” wouldn’t experience. They had installed a Wi-Fi hotspot and there has been more through the till for them due to this broadband service. They also acquired more of the business traffic again due to the high-speed Internet traffic,
Of course, there was a change of life brought about buy the provision of this fibre-optic network with the city-style Internet service being exposed to these residents. Some were even achieving reliable Skype videoconferencing sessions with distant relatives while others were making telecommuting more feasible.
From what I have seen, this is an example of what can be done to enable a village or small country town with real Internet.