Why does that make everybody happy? What I got from the article was that the difference in cost to the ISP for having someone connected at all and using a ton of data had grown increasingly minimal in recent times.

and that the cost difference from somebody at 20mbps to 1gbps is nominal. It does not cost them that much more in true usage. I think it is pretty straight up of them to have their installers disclaim to customers that they really don't need a 1gbps connection.