Corrections
"back then, if you recall, broadband providers weren't lobbing optimized packages at us."
True, but they were throttling content providers in order to extort unearned and undeserved money from them. Have we forgotten, for example, what happened to Netflix?
"there are always market forces in play"
No, there are not always market forces in play. For example, my choices for ISPs are Comcast, Comcast, or Comcast. When Comcast increases their level of abuse, my only option is to not have access to the internet.