In your example, they would want the end user customer to pay for the extra bandwidth and the content provider to also pay more for interconnect and colocation fees.

Any bandwidth cap is effectively also a data cap but they get around it in the US because of regs that say they can do “normal” network management to maintain some level of service quality. So they can advertise one speed which end users experience as a lot slower but they can claim that it is part of network management.