Otherwise for 90% of users, 90% of their traffic is download.
Me legit pushing a 2GB docker image gets hit in the crossfire,
Everything about their business outside internet service is built to be a vertical integration, so it's only natural to use their ISP business arm to support that.
For comparison look at voice and data on cell phones once strictly different radios and now commonly handled as voice over LTE or VOLTE
It was then upgraded to 1000Mbit/s down, 250Mbit/s up, with no change to the cost, IIRC. A technician installed a frequency (?) splitter of some sort, one side for TV and the other Internet.
He remarked that my socket was nicely accessible, so I think he'd been doing this hundreds of times.
(I may have paid an engineer call-out fee for this, I can't really remember. It was 2 years ago.)
The term for the thing it does is "frequency division multiplexing"