My installer said he could install around the wall to the other side of the house to have the router in the living room. In fact this was his first suggestion, as the existing copper route was complex (albeit shorter) through our porch, and the ladder as quite close to its pitched roof.
I wanted the router in the same place as it was before because I had installed some shelving in a convenient corner. I did manage to simplify it though so he only had to drill one hole (as the other was the existing copper hole) and he agreed to it. Did a good job too.
So in short, yes the service point can be in a different location to the copper one, but you just need to be prepared to negotiate a bit with the installer because they will naturally want to make things as easy as possible for themselves.
PS. It is 10 metres maximum cable run from the grey service point on the outside wall to the new ONT installed on your inside wall. But it is the grey service point that can be relocated to wherever is easiest as there are no restrictions on the length of the cable on the street side of the grey box.
