Doesn't the heading just mean that people should give the smaller ISP's a try. I have been with 2 ISP's over the last 10 years both nerdy & dedicated to leaving their customers alone. I only changed to my most recent one because they offer an unlimited service. (My wife discovered Iplayer & my son xbox-live so I had to).
Sure it's a little more expensive than the likes of Plusnet & Sky but it's absolutely worth the little extra cash.