> They could advertise themselves as "tried and true" or "the enduring provider you can rely on". The problem with that is that consumers nowadays are far more

> They could advertise themselves as "tried and true" or "the enduring provider you can rely on". The problem with that is that consumers nowadays are far more focused on "cutting edge" and "latest and greatest". Not much is made to last anymore (especially in the consumer electronics industry) and most people seem fine with that. I know buying a smartphone isn't the same as buying services from an ISP, but I think the same principle applies. Faster speeds are more important to consumers than "tried and true" services and so if ISPs want to maximize the effectiveness of advertisement, that's what they'll do. In the worst case scenario, "tried and true" and "the enduring provider you can rely on" would turn consumers away from your service because they would make your ISP seem old and boring (again, not something that's bad per se, but bad going by the preferences of the average consumer).