Possibly you were very lucky, or they've buckled to the pressure caused by previous anti-consumer BS.
https://www.theguardian.com/media/2023/dec/19/i-was-cut-off-...
> Unlike providers who use the rival Openreach cable network, Virgin Media does not allow its six million broadband customers to cancel expired contracts online. Thirty days’ notice is required before any switch, compared with the 14 days’ notice required to switch Openreach providers.
A link to the ongoing Ofcom investigation into their shabby tactics:
https://www.ofcom.org.uk/phones-and-broadband/switching-prov...
I had procrastinated for months because I was sure I'd go through a real workout routine. I did have to call them but don't remember any particular pain getting through to someone and then it was just "Your new bill will be [about half the old one). Return your rented voice modem. Have a nice day." Maybe it was because it was during COVID.