The difference is that it's a company with a track record of providing awesome customer service in their mobile phone service, so the prospect of a fiber isp with fantastic customer service is exciting in this land of Comcast and Verizon.
Everything we're working on now runs on our own infrastructure or muni-infrastructure. Nothing white-label in the works, although I wouldn't count it out (we're an ISP, we like to provide service, we're pretty open about how we get it to your house).
As one of the lucky few living in a city with three competing broadband providers, I greatly appreciate the effects of competitive ISPs.