Sure, but they have a crazy large amount of data and an army of Data Science PhDs who sat down and calculated they'd make more money increasing their margins on people who'll put up with it, than they'd lose pissing the rest of their customers off.
All the rest of us can do is leave our Torrents running and keep our ratios up...
Yes. This is basically the core of why capitalism eats itself.
You don't have to be evil or short-sighted to be a CEO, but if you don't do evil and short-sighted shit to pump the share price there's a high probability the board will replace you with someone who will.
This is why I believe the government should hold stock and sit on the boards of any company that gets publicly listed. Much easier than tying yourself in knots with an adversarial system of complex regulations.