move to a better deal
I have a choice between excellent speed Virgin media leech with their yearly price increases, OR an adsl + phone crap deals with (relatively) crap speeds which, when you add up all their fees and strip all their promo discounts, comes up to higher price than (...) Virgin. That's what a quarter of a century of competition in the capitol city of the first world has done to us.
p.s. yes, I might be complaining, but then, comparing with "rural" choice (crap internet v. no internet) I'm still in the privileged minority.