One of Comcast’s biggest investments of 2014 won’t pay to boost broadband speeds, improve customer service, or upgrade cable systems.

Today the cable company announced plans to spend an extra $2.5 billion — $5.5 billion total — this year to buy shares of its own stock in a share buyback program designed to please investors.

The extra investment will only come if shareholders approve the deal to merge Comcast and Time Warner Cable into a single company. If the merger is successful, Comcast is prepared to spend even more on share buybacks with money it plans to collect from the sale of three million current Time Warner customers that will be spun away in the merger.

Bloomberg News reports Comcast shares have fallen 10 percent since the acquisition was announced last month, reducing the value of the company’s all-stock offer. The proposal of 2.875 in Comcast stock for each Time Warner Cable share was worth $142.49 a share last week, down from $158.82 the day the transaction was made public.

By buying back shares in its own stock, Comcast will cut the number of shares outstanding, which increases earnings per share and usually boosts the stock’s price. The share repurchase will benefit shareholders and any top executives who receive bonuses based on successfully increasing the value of earnings per share. Customers get nothing.

Neither will the tax man if Comcast and Time Warner Cable structure its deals as spinoffs qualifying as tax-free transactions.

Comcast customers using the company’s growing network of Wi-Fi network hotspots will have their usage tracked to their broadband accounts, opening the door for Comcast to count wireless use against a customer’s future monthly usage allowance.

As part of a press release announcing that more than 300,000 Comcast hotspots are now available in New England, the cable company added that it is preparing to activate its Xfinity Wi-Fi Neighborhood Hotspots in the region, allowing other Comcast customers to share your Comcast Internet service over a separate Wi-Fi channel provided by your gateway. But it noted customers will need to log-in first, permitting Comcast to measure just how much of the wireless service you are using:

Xfinity WiFi Neighborhood Hotspots – In June of last year, Comcast announced its plans to create millions of WiFi access points for its customers through a neighborhood hotspot initiative. Comcast is the first major ISP in the country to deploy this innovative technology. This new initiative gives customers with Xfinity Wireless Gateways an additional “xfinitywifi” signal (or SSID) in their home that is completely separate and distinct from the private and secure home WiFi signal. Offered at no additional cost, the additional WiFi signal will allow visiting Xfinity Internet subscribers instant, easy access to fast and reliable WiFi without the need to share the home’s private network password and without an impact to the home subscriber’s speed. And since visitors sign in with their own Xfinity credentials, their usage and activities are tied back to their own accounts, not the homeowner’s.

Comcast is testing the reimplementation of a usage cap – now set at 300GB a month – in several cities in the southern U.S. Wireless usage could eventually also be counted against that cap.

Many of Comcast’s primary outdoor hotspots are in larger cities, such as Greater Boston. Most of the one million total hotspots Comcast hopes to activate are located in residential customers’ homes using Comcast’s Wireless Gateway.

Comcast’s gateway is optional after all.

Yesterday, Stop the Cap! reported Comcast was informing some customers with 105Mbps service they would have to give up their customer-owned cable modems and go back to renting Comcast’s gateway device for $7 a month. Customers were told the policy was elaborated on in a memo, obtained by Stop the Cap!

This afternoon, Comcast spokesman Charlie Douglas responded to our inquiry about this with some good news for customers: they can keep using the equipment they purchased to avoid the modem rental fee.

Douglas explains the memo “is apparently an old document from 2010 when we first launched Extreme 105.”

“At that time, there weren’t any modems for sale at retail that could handle that speed,” Douglas added. “Four years later here we are and there are plenty of modems customers can buy. The document is wrong and old and we’re fixing it and sorry for any confusion it may have caused. It’s not acceptable. If you want to pass those customers you’ve heard from on to us, we will be happy to follow up with them and apologize and make sure their service and modem is running properly.”

“The short of it is Extreme 105Mbps customers can choose to either buy their own modem or rent one from us. Here is our approved devices list, which is updated regularly: http://mydeviceinfo.comcast.net/ “

Our friends at The Consumerist invite you to participate in the 2014 Worst Company in America contest. Readers are invited to cast a series of votes — one each day — to help narrow the field to the truly abysmal, the god-awful, and the despised. The ultimate winner receives the Golden Poo award.

Not surprisingly, the nation’s biggest telecom companies are among the regular finalists. The big ones are all there — Comcast, Time Warner Cable, Verizon, and AT&T.

Hated cable companies frequently beat down big banks like the vipers at Chase, where settlements in the hundreds of millions with the government for wrongdoing are almost a monthly occurrence. Voters would rather fly the Unfriendly Skies with Divided Airlines, Last Frontier Air — even US Scare — than deal with Comcast’s offshore customer service. The bad boys at Electronic Arts and Koch Industries bring knives to AT&T’s gunfight on good customer relations.

Over the last eight years, Comcast turned up as the big winner of the Golden Poo award in 2010 and either runner-up or third place in 2008, 2009, 2011, and 2013. AT&T achieved third place in 2012. Time Warner Cable and Verizon are usually eliminated in the finals, but their regular appearance on the nominations list is not something they can be proud of. Time Warner Cable has already managed to beat back EA, big winner in 2012 and 2013. So this year they might go all the way to the top… or is it bottom?