To be fair, distances in rural Britain are much shorter than distances in rural America. That said, I applaud them for doing it, and I have occasionally thought about pursuing a project like that myself.
There are only six residencies in my unincorporated township. All but one have DSL, now. The one that doesn't have it, doesn't want it. They live beyond where the power and phone lines stop, anyhow.
Anyhow, they are all pretty happy and grateful. As I was moving into the area, this was a good ice breaker. I'd say that I definitely got good value for the money. I get ~12 Mbps down. More importantly, a neighbor brought me some Piccadilly, just today. Worth every penny.