It is impressive, but with my 3 Gig Allowance with EE if i had something downloading at that speed it would be gone in 7 and a half minutes. They really need to look at their allowances or there is no benefit to being able to get those speeds.
Seeing they have the quickest sign up of 4G customers in Europe i think they will be fine until the competition arrives. Thats when we will see far more competitive tariffs. (however will not be free nor unlimited)