Brilliantly summarized. I recently had intermittent issues with my crappy Comcast (only viable option, where I live now) Internet connection. The technician who came over, after viewing my ping logs and things, immediately decided I was onto something, and was awesome. Like really awesome. He was representing the very best a very bad company. Felt bad for him. I directly told him "If you can, get another job, somewhere else [equivalent pay, benefits of course]."
Why not? If I'm noticing slowdowns due to saturation, and my ISP said "we're expanding in your area and upgrading equipment, capacity, etc, but it's going to add another $9/month on your bill" of course I'd pay it. A) I'd have no choice and B) I want better service.
Building more capacity and offering better service doesn't really enter into the picture in most American cities.
I know a lot of people hate the "government," but it's no more rational than hating "corporations." Which government? Why? My impression of US government ISPs from college campuses is that most leave a wide open pipe for pretty much free use with few exceptions. Many forget that the Internet was entirely given away to private interests by the government. Most public ISPs are understaffed and may at worst limit something by accident while targeting illegal activity.
Imagine if every speed upgrade from 56k modems had also come with a price increase.
Boil the frog as fast as possible. After all, where would it go?
This is American capitalism, morality doesn't enter the picture.
More seriously, the McDonald's argument doesn't work because McD's business model is profit on turnover. If they sell more, they make more. Comcast's model is renting out wires. The money they make is the price set by the "market" in internet connections. Actually providing a service is a cost, and therefore they want to reduce it as much as possible without driving away customers.
Building more won't enable them to charge their customers more, so they're sending a rent bill to Netflix to see if they pay it.