Can P2P applications learn to play fair on networks?

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No, I'm talking about deceptive marketing practices, consumer
expectations, and customer retention.

From the Comcast order page:

    Actual speeds may vary and are not guaranteed. Many factors affect
    download speed.

From the Trend Micro order page:

    With no effort on your part, Trend Micro Internet Security Pro
    automatically and continuously guards your computer, personal identity
    and online transactions from cybercriminals. Whether you are at home
    or away, you can protect your personal information from future and
    present threats with sophisticated identity protection features.

Glass houses are everywhere.