A free market presumes competition, and it presumes regulation against perverse incentives. Neither are the case here... That strongly implies that they have no leg to stand on when they argue 'free markets' to bypass regulations being imposed on their networks.
I think you're restating what parent wrote (only in more detail):
Make the market free so there is someplace else to go
I believe we're all in agreement that cable companies clamoring for "free market" are hypocrites, as there has never really been a free market for communication service providers, and it's amusing (yet sad, since it's often effective) to see the rent seekers that cry "free market" and "deregulation" only when it benefits them. Govt-subsidized and sanctioned monopolies and duopolies aren't capitalism, and neither is the collusion that results when the barrier to entry is so large due to these monopolies.
If they really want a "free market" and "deregulation", then they shouldn't be opposed to more open (unlicensed) spectrum, rather than allowing the FCC to auction frequency blocks off to the highest bidder. They also shouldn't ask for public handouts to "build rural infrastructure" and then completely renege on their contractual obligations through legal loopholes and shell games.