If you have been in the ISP space (I mean the supplier end ) this is a really cooked up story. ISP is  a business of numbers. The higher the numbers, the cheaper it is to sustain a single subscriber, hence more profitable. Zuku is telling us the opposite. Generally, over 50% of customers don't even utilize their allocated (highly shared) capacity! Cost per megabit significantly drops with higher subs.

Trying to create an impression that ALL customers need a higher speed and therefore the increment is justified is not only wrong but misleading (any regulatory person reading this??).

Zuku is growing its subscriber base and needs someone to cover their overheads (us ). There are better bandwidth engineering stories out there. Invest in them and just don't increase the prices. Hello?