They are entrenched and are not expanding their services, instead, they are digging in and keeping their foothold within their regions, limiting/eliminating competition, both from a rules/laws (like preventing municipal ISPs from forming) and limiting their service footprint to maximize their "profits" within their regions. Next expanding, but always increasing the amount they charge to poor service and access to the "internet."
If anything, it appears that ISP behavior is similar to the original Ma-Bell (USA) telephone Corp. It looks like somebody needs to break them up. But that's wishful thinking this day & age, just like having a nation wide (USA) fiber deploy to all states, cities and towns. Imagine, a Renaissance would develop.
Peace