Here's what happens. Say you have three businesses providing roughly the same service in your area. They know you are going with one of them.

If they compete too much on price is a race to the bottom. There's a point at which one or more companies are losing money to compete. The ones with deeper pockets starve everyone else out then start raising prices.

Now, let's assume these three are the ones that made it.

They are not allowed to collude on price. That's illegal, they would be acting like a monopoly. Can't have that so they passed a law.

What's allowed? Publishing your pricing online. What's crazy is the other companies can see this so it's kind of light all three can still meet and compare pricing.

Because of this, you'll be paying about the same no matter where you go. You might be able to find a reseller that provides the connection but no real service. That's fine, but most people aren't using that.

You might find services bundled with other services like a mobile phone plan, tv packages, etc. That's even worse since they call use "price confusion" to make it look like price diversity but no one is letting anyone else eat their lunch.

All of this should be yelling at you full volume that this business is a de facto monopoly so therefore should be regulated heavily or run as a government utility.