OK GUYS I NEED HELP!! PACKET LOSS WHO CAN HELP ME?

Hey guys, ok well after doing a trace test on my internet connection i think that i determined the problem to be packet loss?? this really concerns me because upon researching this problem I didn't find one search or forum that had a clear concise answer or solution to this problem, even more alarming was the # of people who have experienced this same problem. I can connect to the internet just fine and play certain games like shooter games online with no issues at all, but I am a sports fanatic and when I go to play NBAlive08 online in the teamplay i have major issues with lagging or choppiness which is really frustrating to the point that i don't want to play online anymore. This just sucks because I only mainly play NBAlive08 and NBAlive09 will be out soon!! I have a direct connection to my xbox 360 and I am not using any router or other accessories direct cable modem. I live in WA state and the area I am in an area that doesn't have to many options for high speed internet I have either Comcast or Quest to choose from and I have Comcast because I thought that they were a safe choice but now I'm not so sure about that decision. I am really now concerned with my ISP which is (Comcast) because I also seen that they haven't had the best results, or been able to help out with this issue, and from what I read most people are not very satisfied with there customer service so this worries me, well I have a technician coming out to my house tommorrow to see what they can do to fix this problem but I have a really bad feeling about this situation after seeing how many people are or have been affected by this without any solution to the problem other than everyone " passing the buck " so to speak, and saying its on the customers end and not theirs?? So please let me know if any of you have any ideas or advice other than chainging ISP's that could help me remedy this problem?? What should I do if my current ISP can't give me a solution to my problem?? Could my packet loss problem be the result of faulty equipment?? Well thanks again, will keep you all posted, just curious also how many people have experienced this same problem and what did they do to fix this problem?? Please help me out guys before NBAlive09 comes out