These are smaller companies that lease network access from the big providers at wholesale prices then turn around and sell internet plans to consumers. On average, these smaller companies charge significantly less for internet service than the large incumbents. Through their near-ubiquitous marketing and branding, big companies drive familiarity, and familiarity drives trust. Once a company gains that trust, consumers rarely leave, even if a company breaks that trust. There are other reasons, of course, why people don't choose smaller companies, not least because many people haven't heard of them.

Source: CBC News March 30, 2018 08:00 UTC