...and a thousand other reasons. Perhaps a government steps in to break a monopoly. Perhaps a new technology arrives to subvert the control. Perhaps a competitor simply offers something a little better or cheaper.
We don't necessarily have to "spread awareness" for a problem to find a solution. In this case, especially, we're all already pretty "aware" that roaming internet sucks.
It's not inevitable. It's because people work to spread awareness and change the situation.