History repeating again...
I started my online adventure with AOL's walled portal and $3.00 per minute dial-up rate. I jumped ship to Earthlink for an unlimited plan. The only way to compete was to offer a flat monthly cost for unlimited access, so everyone climbed aboard.
The ISPs were victims of their own success, and could not deliver to all the subscribers they had signed up. Having promised too much they wanted to claw some of it back even then.
Twenty years later, same old thing. The telcos oversell something they can't deliver, then try to screw us out of what we have paid for. Tip: Don't offer a product you CANNOT DELIVER.