BT/Orange/EE is indeed treating this game as a P2P client and severely crippling our ability to play this game during peak times.
I have not had this problem with other games apart from Rift, but that was fixed.

The results of a Glasnot test I just performed (http://broadband.mpi-sws.org/transparency/):

Is your download traffic rate limited?

Your ISP appears to rate limit your downloads.

Details:
* Your ISP appears to rate limit your BitTorrent downloads. In our tests, downloads using control flows achieved up to 7978 Kbps while downloads using BitTorrent achieved up to 9 Kbps.

* Your ISP appears to rate limit downloads on port 6881. In our tests, downloads on port 6881 achieved up to 7978 Kbps while downloads on port 59978 achieved up to 9 Kbps.