[Fnoord]

100 GB/month doesn't tell us much if you don't include a date for context (the Ars article is from 2011).

I think that if you are in a market with caps, and you go offer a subscription without a cap, you end up with a bunch of subscribers who will saturate their line. So it makes more sense to slowly compete on increasing the caps, quite like we see in the mobile industry as well. Plus, network capacity goes up (hence I said date context matters).

Personally, I got nothing against caps, as long they're clear and the subscriber is informed about it beforehand. A FUP has a cap as well. If you download 24/7/365.25 on broadband then many ISPs will complain. Not all, but many will. Although nowadays less than say in the 90s or 00s.