It's really a question of what you can negotiate, which you need to do every 12 or 18 months when your current minimum period discount ends. For what it's worth I've just renewed my package for 18 months with the broadband and calls element at £42, so a bit less than you're paying. I can't be bothered with LRS, which is way less attractive than when it was first introduced. I suspect that people who really are paying £30 for BB and calls are on a new customer deal or just good hagglers.
A month before your current deal expires call the Options Team on 0800 800 030 and see what's on offer, but be prepared to swerve attempts to flog you extras you don't want.
My local exchange only offers Sky, Talktalk and KC so can’t quote the Voda prices etc. to BT. I’ve just renewed for what I previously paid, £36.99 with weekend calls with no further price increases next month. There was no way they would lower the offer ( rang 3 different numbers! ) Bearing in mind I got the speed increase to 80/20 a while ago I suppose I’m happy enough with the solid 70bps I’m getting but as you say, long service or loyalty counts for nothing these days. We’ll see what happens next price increase!