You know, I'm with you. Yet - I once had an ISP rep (Sonic) show up at my door letting me know that they're setting up 10Gbps fiber in the neighborhood and if I'm interested in getting 10x speed (was already on 1Gbps fiber from AT&T) at less than half the cost. I signed up on the spot, and I'm no stranger to saying no. So I suppose it's all about playing the numbers game looking for the right customer for that pitch.