They were just waiting until they needed it. They didn't fail they were just playing a different game. Now there is money to be made in sniffing all that additional traffic. Plus the last administration was on their side and that seems to have changed.

I have zero confidence in tech companies deploying broadband or last mile internet infrastructure, but I do have faith in municipal broadband taking off in communities with activists supporting it. You don't need FANG deep pockets when you can issue your own muni bonds to fund the network deployment.

https://muninetworks.org/communitymap