Well, the reasons for this are obvious: whenever a corporate player has a strong position on a value chain, it tries to choke the chain to extract the most wealth possible. For example, a Google query:
electricity -> your PC -> PS's OS -> Browser -> Internet Connection -> Google.com
Now, how many of these nodes are monopolies, quasi-monopolies, or have been the target of predatory corporate strategies? All, except "your PC", thanks to clones and China which cranks machines by the millions every day.
So, if telecom companies want to get a piece of the web pie, they must play on their control of the "Internet Connection". This is why Google is trying in every way possible, to force different methods of accessing the Internet.
What we need is a healthy corporate ecosystem. We need freedom to chose our operators and service providers and we need high availability and well prices services along the whole line.
Customers, know your rights and demand them.