Comcast has lost its appeal against use of the ambiguous term “10G” to advertise its broadband services. When Faultline first heard that telco rivals including Verizon and T-Mobile had mounted an attack on the cable operator’s 10G campaign, we knew the decision would not swing kindly in Comcast’s favor – and that failure to overturn it would trigger a potentially catastrophic chain of events on an already disrupted US cable industry. Since 2019, billions of dollars have been spent collectively on building big cable’s rebrand around 10G – promoting not just higher download and upload speeds for broadband networks, but also on the promise of lower latency and greater reliability, thanks to advancements in DOCSIS 4.0. The 10G investment drive…