That reminds me of something similar my ISP said. "Don't be afraid of the bandwidth", if you give your customers more bandwidth they aren't actually going to fill it, they'll still run roughly the same downloads just more quickly.

Here it's at 12:10 in this video archive of their talk at RIPE: https://ripe84.ripe.net/archives/video/797/

And here when they gave the same talk at SwiNOG they also mentioned how their network ring in Wintherthur is still pretty much equally loaded after 10G and 25G home connections became available: https://youtu.be/wXmJCzMeIBo?t=1195