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Residential ISPs have been operating under a massively flawed business model for years now, and seem to have no interest in change said model. @ATT @GetSpectrum and others believe that customer churn is an acceptable cost of doing business. 
So long as they can successfully seduce an equal or greater volume of new customers each month, to offset loss of customers due to their shady price hikes, these near #monopolies are happy.
Any intelligent market analyst will note, though, that inevitably accelerating changes in technology always disrupt long-established yet unchanging business models. These large behemoths are lumbering along as if their revenue streams are secure.
As 5G continues its maturation and deployment, and initiatives such as #Loon point the way to yet more compelling alternatives, customers repeatedly abused by current ISP giants will be eager to explore emerging options.
In the face of these disruptions, no amount of retroactive price cuts will restore customer faith in the big brands that for so long exploited their market dominance.
No matter how faithful these brands may have been to their shareholders, if customer volume drops, so will the share price.
The painfully obvious lesson here being that in an age of accelerating technological and social disruption, the relationship a product or service brand has with its customers is the most important relationship to establish, manage, and honor.
This doesn't mean brands should become enslaved by the vicissitudes of mercurial and sometimes manipulative shoppers: "two wrongs don't make a right", as our parents often said!
It does mean that transactional relationships need to be more equitable, manageable, and transparent. ISPs and other businesses incapable of upgrading their methodologies and practices will be disconnected.
