David Weinberger does a great job summarizing a paywalled report by Benoît Felten and Herman Wagter, who investigated ISP usage patterns in five-minute-increments to see if "bandwidth hogs" were really a problem for ISPs.
They found that there is indeed a set of users who download a whole lot: "The top 1% of data consumers…account for 20% of the overall consumption." But half of these "Very Heavy consumers" are doing so on plans that give them only 3Mbps, as opposed to the highest tier of this particular ISP, which is 6Mbps. So, even with their heavy consumption, their bandwidth usage is already limited. Further, if you look at who is using the most bandwidth during peak hours, 85.3% of the bandwidth is being used by those are not Very Heavy users.
Here's the point. ISP assumes that Very Heavy users (= "data hogs" = "people who use the bandwidth they're paying for") are responsible for clogging the digital arteries. So, the ISPs measure data consumption in order to preserve bandwidth. But, according to Benoît and Herman's data, the vast bulk of bandwidth during the times when bandwidth is scarce (= peak hours) is not taken up by the Very Heavy users. Thus, punishing people for downloading too much inhibits the wrong people. Data consumption is not a good measure of critical broadband usage.
Put differently: "42% of all customers (and nearly 48% of active customers) are amongst the top 10% of bandwidth users at one point or another during peak hours." The problem therefore is not "data hogs." It's people going about their normal business of using the Net during the most convenient hours.