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The issue isn't maxing out monthly download allotment, it's the monthly fee for all service. People don't complain about high prices since they want broadband service anyway, and there's only one provider, or price fixing. They don't know that others are paying less than half of what they pay. Others do know, but there is no competition, so customers have no choice.

Give customers a choice of paying $100/mo or $30/mo for identical service. I doubt people would pay the higher fee when the competition will give them the same for less.