I've never been that annoyed by Virgin's personality, except when they have literal adverts played over the PA and in the toilets. Some film like Daddy's Home 2 or something like that had full on adverts played over the speakers, and that's not on. I didn't mind the Anchorman 2 ones because they didn't mention the film at all, except the announcements were in-character as "Ron Burgundy", but the other one was all "you're on the toilet and can't escape, go see this film we're forcing you to hear an advert to".
Also the "use Beam to watch films and tv shows" ad being played after every station sure is grating between Crewe and Carlisle when the stations are way more frequent.