Ford-ist ISP switching?

The nub of the European problem is that you can switch, but you'll still be dealing with the underlying cable-telco duopoly - i.e. your DSL provider is using the wholesale network of the incumbent. On mobile, there are three UK networks for five operators. On that basis, what is the ISP incentive to encourage high-use consumers? (Call them freetards if you must). So bandwidth caps and throttling will continue. As Henry Ford said a century ago, "You can have any colour you like, as long as it's black."