Cable/IPTV companies are some of the last surviving tech dinosaurs. When will they wake up and tell the content providers that they will not carry their content

Cable/IPTV companies are some of the last surviving tech dinosaurs. When will they wake up and tell the content providers that they will not carry their content bundled? A la carte channel selection is the only way I would ever have traditional TV in my home. Charge me $X.XX per channel and let me choose just the ones I want. I thought that IPTV would provide this, but the content producers are the kings.