ITunes download speed

Im experiencing severe fluctuations in download speed from iTunes. One minute its fast and then it slows right down. Is anyone else experiencing this? doing it on my iPhone and PC. I have never had this problem before. Not sure if its iTunes or my ISP, but I can download web pages with no problems.

In the last month or two iTunes Store in the UK has become so slow that it's virtually useless at times, and I think it's probably ISP throttling to blame, but Apple may also have a hand in it.
Virgin Media in the UK openly throttles traffic according to a complex and ever-changing customer disservice policy http://www.virginmedia.com/traffic
However, I've studied the current Virgin throttling policy and it doesn't account for the abysmal iTunes Store download speeds we're experiencing. Specifically:
- It is not unusual for my 100Mbps down Virgin service to actually run at close to rated speed, and it almost always tests (ookla speed test website, or FTP to a server with a gigabit internet connection at my company's UK data centre) at least 40Mbps down.
- Virgin claims that "fair use" of my 100Mbps service is 10GB during the period 4-9pm, and that once I've used that they will throttle my download speeds by 50% for 5 hours.
- It's not that unusual for me to exceed the 10 GB limit.
- If Virgin's policy is to throttle me 50% from 100 to 50 I should be seeing something like 50 down. But actually I NEVER see that (even if I'm on a gigabit fibre connection at the office, so I think Apple DOES have some sort of throttling), but I do frequently see iTunes running at 18-20 down. So being throttled by Virgin from 100 to 50 should make no real difference.
- HOWEVER, on my Virgin connection, evenings in the last 2 months I'm FREQUENTLY getting 2 Mbps OR SLOWER itunes downloads.
- Now here's the rub: at the same time I'm being effectively prevented from using iTunes or Apple TV, I can run a speed test (or download a file from my data centre OR pull streaming video from a server at my data centre) at 20-60 Mbps.
SO... It appears that Virgin may be SELECTIVELY throttling iTunes and/or Apple is throttling us.
Anyone have any further input on this? Or corroboration?

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