"Both of them want to do it by choice, because it benefits them, in their view."
Both parties? How did you arrive at that conclusion? I'm not offered a 100mbit connection in my location. Does that mean that I don't want it? Does that mean that my 20mbit connection is what I want and that I see the lack of choice as a benefit?
It benefits the provider, certainly, but the consumer may have no choice if they want these services. Their bill just went up, but there's little they can do about it.
Your wanting a 100mbit connection doesn't obligate someone to offer it to you. "Choice" doesn't mean choosing among anything imaginable, that may or may not exist. Choice only applies to what exists.
So yes, in the context of what's available (without forcing people to make what you want), both parties are choosing from among what exists.
It benefits the provider, certainly, but the consumer may have no choice if they want these services. Their bill just went up, but there's little they can do about it.