I worked for a telco for four years. It was horrifically stupid and rewarded the dumbest possible outcomes.

Is goal is increase revenue! Create project to roll out fibre to a new rural community. Sign up all 40 houses in that community at $100 a month.

Project cost $10 mil.

Bonuses and promotions for increased revenue!

That pays for itself in 20 years and most of those customers won't have better choices in the next 50. The core of that infrastructure will probably oitlive most people on the team. Sounds like a good long term stable business.