They should have put "you don't have a REAL choice to get another ISP".
10Mbps would not be enough for me nor most of my (even non-technical) family members.
Beyond that, the ones that do offer faster speeds have a cap that I would go past pretty much every month. I even live in a fairly sizeable city. If I had another realistic option than cable, I would've already taken it.
The issue comes from the fact that a lot of ISPs are, for reasons above, basically monopolies. This is, by itself, a really bad thing™. Lack of NN just lets them blackmail everybody from both sides on top of having practically 0 competition.
EDIT: your link actually shows you're wrong. The graph on page 6 (which I assume you're referring to) shows that 100% have multiple choices of 3+ Mbps, not 10+. 10+ only has 97%. Sure, it's only 3%, but that's still not 100% and not "patently false".
In that document, they don't mention prices, anywhere.
Also, on that same page, they mention:
> A provider that reports
offering service in a particular census block may not offer service, or service at that speed, to all locations
in the census block. Accordingly, the number of providers shown in Figure 4 does not necessarily reflect
the number of choices available to a particular household and does not purport to measure competition.