When we moved into this house, the prior owners had a hookup to AT&T that was max 50 mbps for $50/month. We kept getting told that At&T fiber was coming "soon" to the area, but the truth is that we live in a neighborhood with a lot of old people who don't need/know about fiber and there was no incentive for them to bring it to our street (the biggest kick in the balls was that it was available a couple blocks away). So we got a Comcast hookup that has served us well for a couple of years, for $75 a month (my only gripe of course being that we never got the speed we paid for). Well, they just upped the price by $5 a month and fiber has finally arrived in the form of Fidium, so we're saying good riddance to Comcast as well.

This is probably the first time ever that I've had more than 1 viable option available to me, and the competition is probably why Comcast was cheaper for us than for my parents living in a Comcast only area. We have no brand loyalty, we'll switch service the minute we get a better deal. But these companies are able to maintain their shitty practices because most people don't have options.