You're right about it being just a change on the routers though, to get a speed increase all that has to happen is the rate-limits applied to your service are adjusted.
30 seconds work for a techie to do, 4 weeks of waiting for the paperwork for the poor customer.
I think my point still holds, of course there's always a few "hardcore" consumers that will have the uber tech and be happy to pay for it. Mostly it's businesses though.
Oh wait, I've just clicked: You're not talking about cable modems are you? I classify those in the same group as DSL. I ment a fixed ethernet connection with a static IP address etc.