Internet providers argue that higher prices for heavier users is simply fair — you use more, you should pay more.

But others, who see the internet as something that increasingly becomes a necessity rather than an extra, it's evidence of a company with a long-held monopoly taking advantage because it can.

Cable TV cord-cutters surely saw this coming: Cox Communications has announced a new pricing structure for internet use that will soon charge the heaviest users more.

The new rates mean those who use more than 1 terabyte of data each month will pay $10 more per month for every extra 50 gigabytes used.

Internet providers argue that higher prices for heavier users is simply fair — you use more, you should pay more.

But others, who see the internet as something that increasingly becomes a necessity rather than an extra, it's evidence of a company with limited competition taking advantage because it can.

Gainesville City Commissioner Adrian Hayes-Santos, who campaigned for office earlier this year in part on working to close the digital divide between those who have broadband internet access and those who don't, is in that camp.

He made an appeal via social media to those who object to Cox's coming price hike and data cap to make their views known to city hall, and drew a quick response from many. And he said he believes local groups will take up the cause.

"This is going to be a burden on Gainesville families, and we really need to have more competition," he said Friday afternoon. "We pretty much have a monopoly here with Cox."

Cox spokesman Cam Johnson emailed from a meeting to say that the coming price increase won't affect 99 percent of the company's current customers, and noted that 1 terabyte of data is hefty.

But others counter that with 4K streaming on the horizon, and its "Ultra HD" resolution four times that of traditional high-definition displays, many users who don't now come near using 1 terabyte of data may soon find themselves there quicker than expected. Add in that even LED bulbs, security systems and thermostats now come with smart capabilities that can use data, and consumption rises higher still.

Hayes-Santos said the cable company's new price structure is intended to kick in before 4K streaming does and ensure that residents stay locked into cable subscriptions, rather than cutting those ties.

Former City Commissioner Yvonne Hinson was among those who wrote city commissioners about the change this week, and pointed out that although there is more than one internet provider in the area, there is only one that offers service at her home, and it's Cox. She suggested city leaders consider using Gainesville Regional Utilities' resources to generate more competition among internet providers.

"The internet is one of the great equalizers of our time, providing access to vast amounts of information, educational opportunities, video and audio content that was never available to previous generations. Access to the internet should be a available to everyone at a rate that they can afford," she wrote. "Gainesville and GRU should continue to expand its public utilities by providing fast, competitively-priced internet services to as many of Gainesville's residents as possible."

The price increase, while in effect starting Nov. 21, won't officially kick in until January. From November until January, customers will see charges — and a matching credit — on their statement.

But starting with January bills, data use beyond 1 TB will cost customers $10 per 50 gigabytes.

And for the curious: Cox customers can find an online meter to see how much data they're using, by logging into myaccount.cox.net, or by navigating there from the My Connection page on cox.com.

The company will notify customers by email and browser alerts when they have used 85 percent and 100 percent of their 1 terabyte allotment.