Australia is conducting a substantial nationwide implementation of broadband. It is primarily a fixed line network but includes wireless and satellite networks in more remote areas. The rollout is under the control of the NBN Co, whose goal is to ensure access to fast broadband for all Australians. The key performance indicators are the number of serviceable and activated premises. Recent reports indicate activation rates for fixed line broadband are exceeding expectations, despite increased competition from mobile connections. Whilst this is good news, international experience suggests adoption will plateau. We contend that there needs to be more focus on those disenchanted or disinterested “non-users” who are never likely to adopt. We argue for a critical realist perspective to better represent the adoption context and to provide a grounding for better explanations of the causes behind such decisions. We also tentatively suggest possible common-sense strategies to reverse non-adoption.