Around 30,000 people sign up for a broadband connection each week. Meanwhile, people living in areas where there is no broadband eagerly anticipate the time they can log on to the fast lane.
So it must be disappointing that, when they are told they can go ahead, the service not only doesn't live up to expectations but actually narrows their internet experience.
This is what happened in Arthur Stackpool's case.
"I upgraded to Tiscali broadband at the beginning of March and failed to receive a continuous connection," Mr Stackpool said.
He contacted Tiscali but was passed from pillar to post as he attempted to get his problem resolved. He was even told to upgrade to USB2 and buy an external modem that cost him a further £90. But still nothing worked.
"My patience was finally exhausted when the broadband connection failed completely, and when I phoned Tiscali the helpline cut me off too," he said.
There are a number of issues with broadband connections for people not living in urban areas, even though ADSL technology is advancing.
I asked Tiscali to find out what could be affecting Mr Stackpool's connection, as he only lives in Cumbernauld near Glasgow - hardly the Outer Hebrides. But it appears that he lives just a wee bit too far away.
"We seem to be at the outer limits," said Mrs Stackpool.
Tiscali promised because of this to refund Mr Stackpool his £90 and his telephone costs. It also offered the couple a glimmer of hope.
"We tested the Stackpool's line and feel BT should have never told them that they could get broadband as they are just a little too far from the exchange," said a Tiscali spokeswoman.
"However, the technology is advancing and there may be a way we can get a broadband service to them using an alternative, so we will carry out some tests."
Dabs a bit unfriendly
The real problem with buying online is the all too prevalent lack of communication between customer and company.
If communications are based entirely on email and there isn't even a customer helpline the problems are exacerbated, as David Pogson discovered when he bought a faulty notebook PC from dabs.com a few weeks ago.
He went through all the correct procedures and the machine was picked up by Dabs very swiftly. But then things went wrong.
"Following collection I contacted dabs.com on a daily basis requesting a date when I could expect a replacement, but the response was to state that it may be replaced if stock permitted," Mr Pogson said.
This is fair enough: if Dabs does not have a replacement it can't provide one. But, to Mr Pogson's anger, four weeks later he couldn't find out if he would be refunded or have the machine replaced, despite sending a number of emails to ask.
"I tried telephoning dabs and the receptionist just says that no calls can be put through and all contact must be via the internet," he said.
Finally, last week, he discovered that the money had been refunded. But he only found this out by only checking his credit card statement - not because dabs had informed him.
I asked Dabs for a statement but none was forthcoming by the time we went to press. True, Mr Pogson has his money back. But he would have preferred the notebook PC and a meaningful and closer dialogue with Dabs.
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