I agree with you, but I don't think those desires are a bad thing.
A company should be free to restrict its own services that may weaken demand from more profitable business. Customers are free to change ISPs or drop their service if they so choose.
If another ISP wants to invest in the infrastructure to compete with the telcos and cable companies, offering completely unrestricted access, it is certainly free to do so.
In general I agree with you, though in this particular case consumers don't always have multiple companies to choose from.
A simple solution for the ISPs is to stop selling "unlimited usage" to customers when you have no intention of providing it. In other arenas that's called "fraud".