There is no free-market. For many locations, particularly for rural and apartment dwellers, you have a single choice for broadband internet.
There are many roadblocks for ISPs, although a WISP is not too difficult and works in rural locations. Part of the regulatory apparatus will be used to make sure those roadblocks stay in place and are strengthened. For example to protect their monopoly the incumbents will point out that there are usage and bandwidth caps on the WISPS (there has to be to make it work). Those are content based and violate the rules. That is how the WISPs will be kept out of the market.
There is not one single case in the history of regulation where it has not been abused by the incumbents to keep their monopolies. As for apartment dwellers, there are tons of choices unless the apartment prohibits them (a different problem, and you simply need to move).