Xfinity's CFO spoke to this on their earnings call the other day.
Comcast Slides After CFO Warns of Broadband User Losses - https://www.bloomberg.com/news/articles/2026-09-09/comcast-s... | https://archive.today/ARXpN - September 9th, 2026
> Armstrong said he sees rivals offering rates for broadband access in the range of $30 to $40 a month for speeds of 1GB a second, prices that he said makes it hard to show a return on investment. “That, to us, is not a rational price point,” Armstrong said at a Goldman Sachs Group Inc. conference.
(its a totally rational price point if you don't need a return on investment, and it will continue to get harder to obtain returns on investment that beat rising bond yields)