I'm not going to advocate piracy, but I'm well aware that it was largely responsible for the growth of broadband early on. IE when dialup was just starting to swtich over to broadband, there wasn't any legal content, not anything that really needed superfast speeds. Broadband was pushed to the geeks and the teksavvy, and target the people that knew how to pirate stuff online.
Now it seems piracy is probably affecting the bottom lines of these companies, as alot of them sell both internet and tv services. So piracy can hurt cable/satellite tv. So they now have a vested interested in stopping piracy (where before they were profiting from it).
I guess my point is. Its those same people that are going to tell their friends/family which isp to go to. If the DSL/Cable/Fibre ISPs in any area don't all jump on board, its a pretty good bet, that they'll lose alot of business from people flocking to the isps that aren't signing up for this deal.