I actually like the parent's Doritos analogy - it's true when you think of it that way; there would be all sorts of uproar if physical goods were advertised and sold the way broadband is.
"Up to" a dozen bagels in your order, or "up to" two patties on your burger would never fly. And who would work for pay on an "up to" scale? I'm sure companies would be happy to pay someone "up to" four hundred dollars an hour.
Part of the problem, in my opinion, is the fact that a sizable portion of the population is not terribly computer-literate or technically savvy. They want "an Internet" or "a Google" or (my new favorite) "the Facebook" and don't really care much about how they get it.
The average end user, in my experience, has difficulty distinguishing between a slow computer and a slow connection. To many, they might as well be one and the same. I get asked for help all the time with people saying "my computer is slow" and it turns out they actually have connectivity problems. ISPs not only take advantage of that mentality, they count on it. I'm sure many of you have seen the commercials for those sites like "FinallyFast" or "MaxMySpeed" or whatever they're called, where they advertise a "free scan" to tell if you're "infected" or "experiencing registry errors", and by purchasing their product, you can avoid having to buy a new computer. That is basically the same demographic ISPs are targeting; the population that knows they want a computer and an internet connection but doesn't know much beyond that. I would honestly describe it as predatory.
I know I'll probably get modded down for not taking a more pro-capitalistic stance, but in my opinion this is a case where consumers are being taken advantage of - and there simply are no better options. It's very easy to say "vote with your dollar and don't buy their services", but an internet connection is critical for many people nowadays. I know several people who run businesses out of their homes using websites, VOIP lines, etc. For them, canceling their internet connection is just not an option. If there were an ISP that actually provided good service and had consumer-friendly policies, I would be more than happy to switch to their service and recommend all of my friends. The problem is that my options right now are "bad", "worse", and "even worse yet". Comcast blocks all torrent upload data in my area (disclaimer: I don't pirate content, but I do use torrents for FOSS/Linux downloads and similar uses); Verizon has declared that they plan to test a 150GB (if I remember correctly) monthly cap on FIOS in this area; and there's basically no one else around because they've been driven out of business or out of the area. Again, with the nature of the internet and the role it plays in communication and commerce, I would almost consider supporting it being regulated like a public utility, or at least with more oversight. It's all well and good to say "don't give them your money", but when I need the internet to obtain that money, I don't have many options.