Broadband Annual Price increases?

I was looking up our broadband provider to see the benefit of upgrading. But I came across this in the prices

*Subject to annual price increase of CPI +3% in April each year. Learn more

WTF, every year the price will increase. Why is this not a bigger deal. There are news articles it about but it went under my radar.

Does this mean, that in order to keep the price down, you have to switch provider every year? Or is this a permanent increase across the board?

See three.ie for an example, https://www.three.ie/broadband.html