Some good news: they are aggressively rolling out SDL (supplementary downlink) which will really improve things. They also announced today their 5G network (which has by far the most spectrum of all UK carriers) has went live. I would expect insanely good speeds on that network.
But yeah, turns out selling unlimited data/tethering/roaming/text/minutes for as low as £11/month isn't a good business strategy.
Generally though: EE is good everywhere. Vodafone is good in North London, O2 better in South London. Three generally awful everywhere.