This situation looks similar to natural gas transportation. There needs to be separate companies who provide internet access and who own and operate transmition cables. Cable operators would not care about what kind of traffic flows through their wires as long as it's paid for. ISP's would rent bandwidth from cable providers and re-sell it to customers. Since there will be less of an entry barrier to become and ISP there would be more competition and customers in an area would not depend on the whim of one company.