Content providers pay their ISP bill or they wouldn't be on the internet. End users pay their ISP bill or they wouldn't be on the internet. ISPs unable to figure out how to run a profitable business is no one's fault but their own.
If they can't provide the service they claim to provide at the prices they charge then they probably ought to look into a price increase.
If they can't provide the service they claim to provide at the prices they charge then they probably ought to look into a price increase.