Bell vs Rogers - internet speed claims

Michael Geist has an article about the recent lawsuit Bell launched against Rogers after Rogers aired an ad critical of Bell's internet speed claims.  We have all seen the Bell and Rogers ads that tout their advantages over the other for their various services (better/faster/cheaper/more HD/more channels/less equipment/easier to set up/more reliable...).   This particular issue deals with internet connection speeds and the "up to..." promises of speed.

I get that these two companies are fighting hard for the same customers -  but I suspect consumers are getting more jaded rather than enlightened or convinced by the ads.