I recently shopped around for east side internet too - Mad City Broadband was by far the best deal, and all the more appealing because its a local co. - you call the number, and a live person in Madison actually answers.
But - no coverage east of the Yahara River! It extends much further west and south than east - why why why? Seems like the East Side ALWAYS gets the short end of the stick.
I ended up getting ATT - it works now but it literally took 4 days out of my life, waiting around and them not showing up, trying to get hold of someone re problems, etc.