This is surely causing a lot of concern in Ireland. For example, on the Irish discussion forum boards.ie, a thread started about this two days ago has already got 474 replies and over 17,000 views at this time of writing. 
Unfortunately in Ireland, there is not much competition on the ISP market except in the major towns and cities where exchanges have Local-loop unbundling. As a result, all the DSL packages available outside of these exchanges similar pricing for 1Mbps, 3Mbps and 7.6Mbps packages, not to mention strict monthly usage caps of 10GB, 30GB & 50GB, respectively.
As Eircom already has a significant bandwidth issue in certain parts of the country, maybe they figure this will help discourage heavy P2P downloaders from using its network and solve its contention issue… 