Crossing your T's and dotting your I's
PT Barnum once famously said something to the effect that no one ever lost money by underestimating the intelligence of the public (the American public to be precise), but read page 7 of this document and consider how clued-up the public may be becoming when it comes to broadband. Sell it cheap and sell it straight.
UPDATE: Though usually attributed to Barnum, this quote rightly belongs to H.L. Mencken.