Customers DEMAND limited service.
I myself am getting 15 GB of mobile, /mobile/, Internet I/O per month, for a bit less than £20. It's outrageous. It's the only broad(ish)-band that I use, even at home. In fact, almost exclusively at home, and even though Virgin keeps offering to take a hell of a lot more money off me for cable, TV, and telephone. Yes, I shouldn't be allowed. I should be stamped out. (Actually, I do think I'm doing rather well, there.)