Recent Virgin price hike

Hi all. 
Received my annual email from Virgin regarding their price hike today. 

Currently pay £27 per month for the Internet only. Appatantly, it's at 125mb.

The email has informed me that they plan to increase it by £7 per month from 1st May. That's an increase of around 30% for us.
I think this seems steep. Am I wrong?

I will price check with other firms and call them to try and negotiate a price soon. But, just wondering what other people's increases might be.

Thanks in advance all. 

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