Fuck that, instead of making them increase their imaginary "up to" numbers, make them advertise contractually guaranteed minimums. Id rather have a 25 mb minimum over a 100 mb maximum that usually sits around 8 mb.
When I bought internet services and colocated with major carriers every contract came with a Quality of Service rider that stipulated guaranteed quality and quantity of service. If my metrics fell below those minimums I had recourse. But, I could not extend that to my customers because they were using a shared resource I was providing. In general, though, I agree that there should be a QOS with every user connection.