All they have to 'sell' is speed and reliability.
Does this have anything to do with all the bandwidth that will become available when TV stations convert to digital ... in June ... ? Or is this apples and oranges?
The following is generalized and just my attempt to explain things the way I would understand them. They do not reflect the views of this site or any of its members. And remember, no electrons were harmed in it creation.
QUOTE
Or is this apples and oranges
Pretty much different 'fruit.' The digital change-over will simply allow more transmitters (of any kind) in the same amount of 'bandwidth' now used for a single TV station. This is being done not to increase signal speed but to get the extra channels and provide better protection and continuity for emergency operations. They are still radio signals, which are usually though of as waves. The big difference is that these waves can be much narrower because they will be carrying only two bits of information; ON or OFF, 1 or 0. Their speed is still approximately the speed of light. :-) So there is no gain it 'bandwidth' in that sense. But the signal is much simpler and therefore faster to decode, so the screen can be kept filled even with more lines on it than now and this, in part, creates a much better picture.
"Bandwidth" to an ISP (or a customer) is a little more like how many bytes/bits are used (uploading or downloading) in a specific amount of time. Usually the time is 30 days and the amount can be used in one day or spread over the entire period. Of course, if too many people tried to use all their "bandwidth" allotment in one day, many bad things would probably happen! One of which would be the user being denied further access for a specific period of time, like forever! 
ISPs provide different 'packages' for different needs. An Internet business would probably need more bandwidth than a casual user. A site that supports downloading large files (movies, graphics, etc.) would need more outgoing bandwidth than incoming, just the revers of the business or casual user I mentioned. And, like most things, when a business discovers a need, they will charge as much as possible for it. :-)