Not sure what the impact is to Lob, but Ubiquiti's meta-ISP marketing (https://www.goubiquiti.com/) uses Lob to sent postcards on behalf of lots of small-medium internet providers AFAIK starting in January.

Their area/rural route sending is something that I've used from other vendors for my marketing in the same vertical.

sure looks impressive, but without a Y-Axis, it's really hard to judge how much of a jump it really is...

Exactly. Any graph is a hockey stick if you scale the Y-Axis right.

I too would love to hear this. Leore?