It's actually a great recipe for growing their existing fixed-line market when they hold all the monopoly cards
It used to be like that. But they don't have a *total* monopoly anymore and that is why their actual fixed-line numbers have been falling.
The top-end of the market is going to get eaten away by fiber deployments and the bottom end is being eaten away by mobile. Their copper in the ground is worth less and less every day and they are somehow failing to extract the last moo from most of it by not offering proper broadband.
The people in the middle are just going to get worse and worse value by paying more and more :-(.