Which reminds me, changing business plans doesn't necessarily mean screwing your customer. There's the uplink providers, and content provider (like hulu and netflix) in the value chain whom they can work deals with to make everyone more profitable without changing cost on customer.
Lets face it, this is not the time to try and get more from the customer. They could negotiate lower prices with uplink providers, or better yet, why not negotiate with hulu and netflix to have their servers hosted more closer to the user!. this way everyone would be happy, and they don't have to pay the uplink providers for extra bandwidth!