- ISPs don't adjust prices and make a greater profit, meaning more money for stock-buy backs and to increase cash holdings.
New technology would only be required if there was actual competition in the market and not regional monopolies and oligopolies.
To maximise profit in the long run an ISP will invest into more efficient technology. Cash holdings are not productive assets. Cash is used to pay bills, wages and debtors.
There is definitely competition at a local level with ISPs. On a national scale, obviously the competition decreases since nationwide infrastructure is very expensive to build and maintain.