They used existing Infrastructure… and for a pretty long time, that infrastructure was completely mechanical (without chips)! The Internet was only an additional number you could call… The Maschine on the other side was interpreting the tones as bytes and also had to answer…
Easy to implement, easy to integrate
The more people used this early net, the more it has to be scaled… ISDN was in fact only 2 phone lines (duplex, one for sending, one for receiving… double the fun!) Just to send more and faster…
I think this was ok till somewone wanted to browse AND phone someone at the same time… DSL was invented 😉
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