That's not entirely fair. There's plenty of reasons why this wouldn't be obvious - if there's limited demand for local broadband because of e.g. bundling agreem

That's not entirely fair. There's plenty of reasons why this wouldn't be obvious - if there's limited demand for local broadband because of e.g. bundling agreements (you want TV + internet + phone, but the local broadband can only provide internet), or because the infrastructure costs on the last mile make it impossible for small players to charge low prices (so they operate with premium service as their sell instead).