Keeping you up to speed

Because they were previously working in a monopolised market.

They were the only supplier with direct fibre access to the majority of homes. So they could almost charge what they wanted.

Many people, myself included, are only just becoming aware of alternative suppliers and there have also been major steps in recent years with the practicality of mobile broadband. By the latter I mean access to fast broadband via a sim card.

They are going to have to learn to price their offer accordingly.