Perhaps it's different in USA, though, the geography and population density differences mean that the backhaul problems are different than in Europe; but here the bottleneck is on the radio side.
THIS!!! Even if more sites are added, each with their own 10/100gb fiber run - it's still running to the main circuit for a region. That circuit isn't changing(in the near term), this will just consume more of it. Regions without colossal backbone access that are already bandwidth constrained will remain bandwidth constrained.
Network bandwidth is still going up and up in speed. 100G was very expensive and hard to do only a few years back, now it’s becoming standard. DWDM systems continue to evolve.
They spend massive amounts of money on marketing, at that doesn't benefit the product at all.