Ideally, that may be true (though whether people realize the value of their online data is unclear) - however the market for internet service is far from perfect. Over half of Americans only have one choice in broadband providers (at 25Mpbs), and just under 15% have more than two to chose from (at any speed)[1]. The cost of entering the broadband market and laying last mile cables is simply too high for there to be meaningful competition in much of the US. Hopefully, a policy like dig once[2] will eventually create real competition in ISP market, but until then the largely monopolistic ISP industry cannot go unchecked.

[1]: https://cdn.arstechnica.net/wp-content/uploads/2014/09/fcc-b...

[2]: https://www.washingtonpost.com/news/the-switch/wp/2015/09/22...