[WillPS]

It's going to be very messy considering that EE was (and for now still is) a home broadband provider in its own right, and they use different equipment (and I think still a different network infrastructure, inherited from when BT was contracted to supply the service to an independent Wanadoo/Orange/EE).

It's one thing to close down BT or Plusnet Mobile and move people onto equivalent EE plans, at best needing to send them a new SIM card, but the home services will be "fun" for employees and customers. Especially when the business side is keeping the BT name (but not for business mobile, of course)

I can only assume the whole thing is being driven by a survey that suggests EE is x% more respected as a brand than BT is. At least when NTL&Telewest did it, they brought in a completely new brand...

EE closed down the Wanadoo/Orange LLU setup years ago; way before the BT takeover. Since then they've just been selling BT Wholesale service, like Plusnet. 

Since the merger EE quickly moved to using the same in-home hardware as BT and Plusnet too. I believe they even share quite a lot of support functions nowadays - the only real separation is the billing.

The TV side of things is the complicating factor as that exists solely with BT. The EE TV service is now long dead and for years they pushed bundled Apple TV. To be honest I wouldn't be surprised if the service was just wound up; other than sport all BT seem to do nowadays is resell Netflix, Discovery+, Now etc. I know their integrations are a little deeper (particularly with Now) but really what value does that offer to either customers or BT?

---

I think you’re right with it being quietly dropped. You have everything to gain and nothing really to lose by having both brands which is why Virgin have kept both brands with their merger with O2. 

Fortunately it does seem like it’s been quietly dropped.

A lot of assumption going on here that VMO2 intend to keep up the Virgin license longer term. They could well be 5 years away from a point where they can stop paying Virgin, in which case might as well make use of it...