This article on the register says "BT reseller DMSL has created a IT repair service that will compete with the likes of the Geek Squad and PC World's Tech Guys by offering support services for home users and small businesses across the UK." - the difference being that the "FixITlocal" service will be operated by local resellers who have signed up to be part of the group.
I'm not sure how they plan to regulate and check the skills/credentials of each individual reseller (a simple "i agree to the PCA Code of Practice" checkbox just doesn't cut it!) , and looking at the sign-up form and text on the website leads me to believe that you have to attempt to sell their supplied products. It will be interesting to see if this has any impact on The Tech Guys.