like when cellphone companies tried to claim megabytes were a precious finite resource
Limiting the usage of a shared channel is a valid approach, it's remarkable how so many people just absolutely refuse to understand this. You can use the entire bandwidth of the shared channel for a while, when your webpage is loading. If you use the entire bandwidth nonstop, you fuck over everyone else on the channel. So the company has the choice between giving you fast load times but limiting your usage otherwise, or giving you 32 kbps unfettered.
If you want an entire channel of guaranteed bandwidth with unlimited usage, you always could and can get it — under business plans, which are orders of magnitude costlier, because they don't share the channels.
In a similar fashion, if your healthcare system is entirely free, it's getting clogged with retired old people who are lonely and have nothing better to do. If a doctor visit costs even a couple bucks (depending on the region), the doctors are suddenly much more free to deal with real cases.