Just gone through a similar experience myself......
For the last 4 years I've been with O2 broadband, couldn't fault them (apart from when I moved house but that was more to do with BT Open Reach) but last year they sold their BB provision to Sky.
I was determined not to go to Sky as I'd heard lots of bad stuff although that was probably from when they first started doing BB and didn't have the resources/infrastructure to do it properly.
Was thinking of going to Plusnet but the lack of an evening and weekend call option (Weekend only or Anytime available) put me off a little, also the fact you can only get unlimited download if you went for their top speed package which I really didn't need.
Then I went on to BT & TalkTalk's sites to look at TV, Phone and BB packages. By the time you add Sky Sport and Movies you're paying as much if not more than Sky, on top of that you also need a working TV aerial (I've got one on the roof, it was there when I moved in but I have nooooo idea if it works or not

)
Anyway, I called Sky on Monday evening to see what they could offer me....... As an O2 customer choosing to move to Sky early they offered me the following:
Free Fibre activation (£50)
Free Hub (£36)
Free monthly line rental for 12 months (£15.40 x 12)
Half Price Fibre BB (40up 40down) for 6 months £10pm (then £20pm)
Unlimited Calls £5pm
It was an offer I couldn't refuse so I've saved over £340!!!
One of the best bits is that Sky contracts are only 12 months long so I'll be renegotiating later in the year
Once everything's activated I can claim my free wifi booster and call the Sky TV people and see if I can get any reductions/bonuses on my TV package
I'm hoping that Sky lives up to it's growing reputation as a decent BB provider though......