In my area, a competitor just finished installing fiber to my neighborhood, and is offering symmetrical gigabit speeds for less (nearly half the price) than I was paying for 500/20 Mbps to the incumbent cable company before.

The cable company now needs to both increase speeds _and_ lower prices to even keep their existing customers. This is a good place to be, as a customer.

I've had many instances where ISPs increased my speeds without increasing prices.

If pricing stayed even close to fixed my gigabit internet would cost well over $10,000mo, considering back in the day I was paying SBC for less than a meg for more than I'm paying for a gigabit today. And that's before adjusting for inflation, those 90s dollars are worth way more than 2023 dollars.

In the almost 20 years I've had Comcast they've increased speeds numerous times without increasing prices.