[Raed667]

How come ISPs aren't providing that data internally from observing their own traffic ?

[k2enemy]

I'm sure they do, but data about the speeds of other ISPs is also valuable.

[hocuspocus]

I'm not sure about broadband data, as it can't be that useful. However on the mobile side, it's fairly valuable as a mobile app can collect A-GPS location and sensor telemetry that are unknown to the MNO otherwise.