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I like the name. Broadband isn't expensive on a month by month basis, but it is a 'residual income' type name - they don't just pay the £20 once, they pay it for months and years.
If a single customer stays with a company for 5 years @ £20 a month then that single customer is worth £1,200 to the broadband company, plus there is the chance to upsell other things like phone line, TV and cheap mobiles so it could be a very lucrative name for sure.
As Frank said, the customer may stay with the same company for several years even if they don't they are signing up for a 1-2 year contract.
Most broadband costs between £15-50 per month which is a similar monthly spend to a mobile phone contract - look how many mobile comparison sites there are.