...but, if your ISP makes all their customers use less bandwidth wouldn't that be more profitable for them? and if that CEO shows he's cutting cost and increasing profit wouldn't that be his target?
Now, what vehicle could be used to accomplish that goal?
No. You don't need to reduce BW to address costs and profit margins. You just need to ensure extremely heavy usage is paid for. NOTE: Fewer than you think fall into this catagory.
You need to ensure as costs go up due to usage, revenue goes up along with it. The same model as content distribution, business and wholesale ISP.