Broadband is not an information service like Google or Amazon. It is a communication service like telephony. Thusly, we need a government agency, like the FCC, to regulate it and protect consumers and all the other diverse interests involved. This is going to require the US Congress to get involved to fix the way it is currently misclassified. There is a good op/ed in the New York Times about it. But it warrants calling your representatives and telling them how you feel.