Because it improves the quality of delivery of their service (e.g. video-on-demand). The Internet user won't notice the improvement - their Internet speed woul

Because it improves the quality of delivery of their service (e.g. video-on-demand). The Internet user won't notice the improvement - their Internet speed would remain the same, by metering - but the actual pipe improves so they can deliver more/better video (and reap the profits from it).