Cell network providers have only recently been dealing with this problem. Landline and Cable providers have been reselling the same pipe through "voice", "data" and "tv" channels for a lot longer, and they continue to get away with it.
Carriers will not voluntarily give up this incremental revenue. I live in Boston, when my choice of cable carrier are Comcast and errr... ummm.. Comcast.
Until there are more competing vendors, I think this transition away from arbitrary labels to one single dumb pipe will be much slower that we all hope.