Austin, TX was like most US communities, stuck with a single broadband supplier (AT&T). Then Google announced it was bringing in its fiber optic gigabit product. Then, before either company could rollout its new offering, a company called Grande Communications appeared with its own gigabit fiber service at a price that should be lower than either AT&T or Google.
Neither AT&T or Google have actually announced pricing so it’s possible that they will lower their expected prices to meet or beat Grande. And that my friends is what competition does.