The cable industry has begun a marketing campaign for 10Gbps broadband services, even though cable companies haven’t finished rolling out 1Gbps connections. The first 10Gbps cable broadband connections will be deployed in field trials starting in 2020, according to cable industry lobby group NCTA.

Following longstanding telecom industry traditions, the new marketing campaign for a technology that no one can use yet comes with a potentially confusing name: 10G.