According to a recent survey by Consumer Reports, only 13% of Americans say they receive excellent value from their Internet provider.
Thirteen percent. And that’s not a rounding error.
The question you’re probably thinking is why are customers unhappy? But the more interesting question… What has the industry been optimizing for?
Obsessed With the Wrong Variable
Broadband providers have spent years competing on two levers: Speed and Introductory Pricing.
Both are visible. Both are easy to advertise. Both fit neatly onto a billboard. But neither, on their own, creates lasting value.
Speed is theoretical until dinner hour and everyone joins in. Intro pricing is temporary by definition.
When those two variables dominate the conversation, customers are trained to value volatility.
- Faster tiers appear.
- New bundles launch.
- Promotions expire.
- Rates adjust.
Change is expected and normal volatility rarely feels like “excellent value.”
Value Is a Ratio
Value = Benefits ÷ Price.
If price changes frequently, the denominator is unstable.
If performance fluctuates at peak hours, the numerator is unstable.
Instability in either direction erodes perceived value. Which helps explain the 13%.
When pricing changes annually and performance falters at 7:30 p.m., customers don’t feel like they’re winning even if the raw speed number is impressive.
The Hidden Cost of Volatility
There are two types of friction in Internet service.
- Technical Friction (buffering, lag, router reboots, evening congestion)
- Psychological Friction (price changes, promo expirations, annual plan structures)
You know what I’m talking about. That 12-month, now 3-year, promo that auto expires and bumps up your monthly rate. It was in the fine print, but why do you have to use a magnifying glass to understand what you’re paying for?
The industry has spent decades trying to solve technical friction with bigger numbers. It has largely ignored the second. But psychological friction is powerful.
When a customer expects pricing to change, they monitor it. When they anticipate an increase, they brace for it. When they feel they need to renegotiate annually, they become vigilant rather than loyal.
That vigilance is the opposite of trust. And trust is a prerequisite for “excellent value.”
Why 13% Matters
Thirteen percent means the vast majority of customers feel something is missing. Not necessarily catastrophic failure. But it can be considered a low-grade sense of friction.
• The price might move
• The speed might dip or be inconsistent
• Support might transfer them or not arrive for days
It’s death by a thousand paper cuts. And paper cuts are rarely dramatic enough to cause outrage.
They simply prevent delight.
The 13% Club
If only 13% of customers feel they receive excellent value, the opportunity is to redefine value.
In other words, to eliminate both technical and psychological friction.
That’s what we call “Fix the Internet Experience.” It’s predictable pricing, any-hour performance, and first-touch support.
Not faster numbers. Fewer surprises.
A Small Test
Ask yourself two questions:
Has my Internet price, performance, and package changed in the last few years?
Does my Internet hold up when everyone in my home is online at once?
If either answer introduces hesitation, you’re experiencing friction. And friction, over time, compounds into dissatisfaction.
The Quiet Differentiator
Anyone can introduce a promotional rate. Anyone can launch a new tier. Very few providers choose consistency. Why?
Because consistency forces you to design the system differently. To build for peak hours. To control your costs. To think five years ahead, not one quarter ahead. To think about how people use the Internet.
Consistency creates relationships. And relationships are built on one thing: trust.
So maybe the real luxury in modern connectivity isn’t raw speed. Maybe it’s knowing the experience won’t wobble and the bill won’t wander. And in North Iowa, we believe trust is earned through predictability.
That’s how you get into the 13%.
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