Whether it be limited usage like cell data, or just jacking up the price of internet, they aren't going to lose out on it. I guarantee it, Especially with the whole net neutrality thing happening right now.
THe main problem right now is there isnt competition and lobbyist will prevent there from ever being competition. Our only real hope is google fiber continues its trek east and eventually makes it nationwide. This will force big ISPs like time warner and ATT to drop prices if they want to keep customers. At work, we pay $500/mo for 20meg fiber(i have no idea on residential pricing, if thats even available). Google offers $70 gigabit for residential customers.