For years, developed countries have accepted and almost forgotten about the privilege of Internet access – while 4 billion people across developing nations live without it.

And it’s a problem that is completely ignored by many of us, but that’s not stopped Google and Facebook attempting to tackle the problem – the former with Project Loon and the latter with solar powered automated planes. Both of which provide somewhat limited pockets of Internet access to developing countries.

This is all fair and good, but it’s not the right way to deal with this problem. These don’t lead to the same steady connection we are used to – rather temporary flashes that disappear once they need to replace the technology.

Trade embargoes need to be lifted and people need to be on the ground, laying down the sufficient amount of cables for infrastructure.

Look at Cuba – America recently lifted their embargoes and in the short space of time, Cuba is lighting up.

Threshold Studios are demonstrating this through art – presenting the Cuban digital creativity unlocked by bringing the web to them.

But of course, this isn’t the only problem it will solve – it will provide unseen levels of communication, education and information to places that have lived without it.

This should have happened a long time ago, which is why I’m still scratching my head at the fact that no matter how much we complain about it, the problem still exists.

So I ask you, Internet service providers. Why?

I understand you have a bottom line to keep in the black, but I’m sure if you made that commitment, a blank cheque would fly through your letterbox from the United Nations!

Please, fix a problem that should not even exist in the first place.