As ye reap...
I think that choosing an ISP based solely on cost sends a message to the market that we may come to regret. If customers, en masse, tell ISPs that they don't care about speed, backhaul capacity, customer data security, network resilience or the quality and security of the provided router, just price, guess where we end up? Such a message must also weaken the case for things like fibre to the home.
If success in the market requires cheapness first, service second, that's what we'll get.