Unfortunately, there's still a time lag for this to take effect. I recently moved across town from somewhere where Comcast was my only option (and I had gigabit) to a neighborhood where I had the option between Comcast gigabit and another gigabit fiber provider. The latter had no data cap, free install, free gifted equipment, symmetric gigabit (as opposed to Comcast's 80 Mb/s upload), no contract, and was $25/month cheaper (with a lifetime price lock).

I called Comcast to complain and try and avoid paying the ETF (it was at $180 because I signed a 2 year contract) with some kind of benefit: remove my data cap, drop my rate, something. They wouldn't budge an inch. Told me I was already getting a promotional price from them and that the data cap (which I'd already hit 2 out of their 3 grace overages) was non-negotiable.

Switched to the alternative provider, and I can't be happier. Looking forward to Comcast dropping their rates and/or data cap, but I'm hoping that I never have to be their customer ever again.