I don't know how it's been going in the US, but I'm pretty used to seeing ISPs advertise their high-bandwith services towards downloading music, video and onlin

I don't know how it's been going in the US, but I'm pretty used to seeing ISPs advertise their high-bandwith services towards downloading music, video and online gaming. They want to get the heavy users to pay a lot and then they punish them for being heavy users (not entering the whole piracy debate, just that they consume loads of bandwith - that they pay for).