Was this fibre perhaps? First time fibre installations require this sort of work but normally the installer will discuss it with the householder to figure out the best/cleanest way to do it.
Well I know fibre has been installed in my neighbourhood for over 7 years now (we are in the centre of a reasonable size rural town) but I think it only goes to the footpath outside my house and from there they wanted to run cables all around the external 3 walls..... I had an acute sense of the downside trying to explain this my wife so, I told the technician to forget it!
It is not always easy to change utilities regardless of how often they say you should do it!!