Yep. At it's simplest, from the point of view of, say, Netflix, it doesn't matter how much content they make available, none of it passes over the network unless a user/customer requests that data, and that user/customer is already paying their ISP for the use of the network. On the other hand, the likes of Netflix have created a huge demand for data and so users want to use more data capacity on the ISPs networks. But the ISPs are generally in a race to the bottom on "all you can eat" pricing. I pay for a 100Mb/s connection. It's plenty for our household and it's about the lowest package I can get from Virgin Media. If I could drop to 50Mb/s I might consider it if it was cheaper, but I'd probably still use the same amount of data. Ditto with regard to upgrading to a faster package. Same data usage, but some of it would be for a shorter time.