TLDR; people who use more data have to pay for more data
I had a complaint from plusnet that I was in the top 1% of downloaders. I complained back that there will always be a top 1% of downloaders even when you get rid of them as that's how percentages work.
[0] https://www.virginmedia.com/help/virgin-media-broadband-traf...
Maybe it's in populated areas where the infrastructure is not that great. It's hard to really grasp the logic since they claim that 98% of their customers never hit the cap. So what's the point?