ISPs shouldn't plan for the future?
The way I see it, Google is doing things right by providing infrastructure that can accommodate future needs. They're a few years ahead of demand. All the other ISPs are years behind the demand, giving people slow speeds and limited usage.
Google is like a buffet restaurant that puts out huge piles of food in anticipation of a large crowd. By comparison, most other ISPs just put out a couple pork chops, a steak and some veggies and expect it to serve 100+ people.