I reject 'complete scam', though that example is obviously egregious.

My 50Mbps plan should be capped (1280GB in my case.) I don't know what the utilization factors are, but that would be a lot of traffic on what is not a high powered plan, and I appreciate the price I get. Even when I try to go for the cap, I've never even made it to 400GB (because I don't know how to use that much traffic, mostly.)

As with almost all these broadband provider problems, it's the barriers to new entrants that prevent sensible equilibrium.