Increase Access Speed 1 Mbps, Consumption Grows by 1 Gbyte

Ironically, as Internet service providers boost access speeds on their networks, they virtually automatically increase the amount of bandwidth users consume, as this data provided by Ofcom , the United Kingdom communications regulator, clearly shows. 

Note that the relationship is linear. As a rule of thumb, every increase of 1 Mbps in access speed leads to more than 1 Gbyte of data consumption by an average user.

Designers of highway systems around major urban areas are familiar enough with the process. Highways are built to alleviate congestion. But the existence of highways generates more traffic. So congestion never really improves. 

Anybody getting the picture of a gerbil on a treadmill?