That assumes there's competition to which we can switch.
If we live in an area that is "under serviced" (AKA there's little to no competition) then we may have no choice to take what we can get. The only pseudo-option being to pack up & move elsewhere in hopes the new location enjoys greater choices, but moving may not be something we can afford to do either.
As an anecdotal example there are three main broadband providers that cover where I live.
One is the national cable company that, upon securing it's regional monopoly, has ceased to give a fuck about providing services that are federally considered as "broadband" (I get 3MiBps rather than the 25MiBps the government considers as broadband) & said cable company is pressing the Federal Communications Commission (FCC) to tear up any regulations that might force it (Comcast) to even THINK about doing what's right by it's victims/customers.
The other is AT&T/Dish Network for DSL or satelite respectively. Since the former owns the latter, you can't do business with the latter without having to deal with the former. AT&T's DSL would require me to pay their line upgrade prices so AT&T could bring the POTS lines running to my house up to something that wasn't originally installed by Mister A.G. Bell himself. So for over $1K I can get a DSL line installed, then pay $40 a month for a whopping *ONE* MiBps. Dish isn't an option unless I convince my neighbors to cut down all their trees so I can get a line of sight to the horizon for satelite tracking.
The third option is a cellular ISP. That "option" would charge me an extortionate fee to connect, additional fees to give me a connection speed that didn't mimic dial up, more fees not to have a data cap that cut me off if I dared to download an email with someone's cat photo attached, & then still more fees tacked on if I dared to use it as a tethered connection via my computer (the prime method I use the internet is via my desktop). So pay by the byte, data caps, bandwidth outpaced by a 56Kbps dial up modem, & I'd have to get a SmartPhone to use it? No thanks.
I realize I'm on the wrong side of the Pond for this to be truly applicable, but surely there are similar situations over there?
Maybe you live just outside a bit of "civilized" city & the phone company/cable company/cellular company wants a bajillion Pounds to build the infrastructure required to reach your house?
Perhaps they already can reach you but only barely & the bandwidth you would get would make a snail run circles around you?
Whatever, it all assumes there's sufficient competition to make switching to a different provider an option.
If there's no viable competition then the incumbent can safely treat us all like the walking wallets they can squeaze us to milk us for every last fucking penny they can.
What are we going to do about the shitty service if there's nobody we can switch to in order to vote with the only things that matter to them: our wallets?