Any producer or provider will not 'ultimately do this' as long as the market barrier-to-entry is not too high. This can occur for a few reasons, one of which is actually the existence of regulations that favor the existing businesses (e.g., Regulatory Capture). Another reason is that the infrastructure required to support the service is incredibly expensive, which serves as a 'natural' limitation to the number of players. It seems in this case we have a bit of both. The only viable solution I see (solution being something that benefits both the market and the consumer) is to not allow the person who owns the lines to also provide service, only rent out the lines in a neutral fashion.