Also, some ISPs have at least the option in their contracts to throttle the bandwidth after a certain amount of traffic. AFAIK, no ISP has used that option yet, so it has not been challenged in court.
People living in rural areas do have problem, indeed. I know a woman who until a year ago was stuck with freaking ISDN. There are many cases of rural communities pretty much begging the Telekom (Germany's largest ISP, I think) to hook them up with DSL, the Telekom ignoring their requests until the moment those communities start talking with some other ISP. The moment that happens, Telekom will hook them up with DSL faster than anyone can say "Internet".
This is really bad for rural communities. Not only for having not internet but alos for their Economy. I know a company who are stuck with 1mbit and after experimenting with satellite internet and mobile-internet they are pretty much on the brick to move towards the city. Is everyone left behind is suppose to grow potatos for a job?