Xavier Niel's Salt is offering 10 gigabits to 1.3M Swiss homes for 50 Swiss francs, less than Verizon wants for 50 megabits. Salt includes an Apple 4K TV in lieu of a set-top, 300 TV channels, and unlimited. He will probably bring similar to other companies he owns: Free in France & Italy, Eir, and Singapore.
His 30 euro triple play in France changed everything in Europe and made Xavi a multi-billionaire. Now, many of those lines are gigabit fiber. He makes more money per customer on the 10 gig for 50 Swiss francs
The numbers suggest any large company with competition should be going for 10 gig rather than 1 gig GPON.