I for one am not worried about this. I truly believe that if the big ISP's throttle their consumers, their consumers will flee at the first opportunity to some other new entity that has yet to arrive in the space. Every 25 years, new companies arrive and innovate in many verticals leaving old top companies in the dust. Think record labels of the 90's who fought their consumers for going online and getting digital versions of their music instead of innovating for their consumers, they were left in the dust to new innovators in the space who replaced the need to buy physical music.
Does anyone really believe that billion dollar Goliath's like Amazon and Netflix will not find a solution to any ISP who dares to throttle them? They will either cut big deals with them to make sure it does not happen or they will go out and acquire and ISP and provide their own solution.
The problem isn't that they' throttle consumers. The problem is that they can
a) throttle small content providers who can't afford to pay the same rates as the Amazons, Netflixes and Hulus.
b) throttle any content provider who competes with _their own_ content. I.E., Charter and Comcast, who both provide their own streaming download services, can make sure those come to you faster than content provided by Amazon, Netflix, etc.
c) force all major content providers to have to pay more for 'top tier' bandwidth which, since in the end will still be shared by all the other big providers paying more for the top tier ... won't really be any faster. Just more expensive.
The latter two reasons are why big content providers are against repeal of the NN rules.
Also, remember, in most of the country, consumers have very limited choices as to who their ISP provider is.
Now is a perfect time for a new ISP to go after any current ISP who does go down the screw the consumer road. History has shown time and time again, that if you lose the pulse of your consumer, you will be left the way of dinosaurs.
At the same time, to improve speeds and maintain networks in an ever changing technological world, companies have the right to charge whatever they want for their service. If the consumer does not like, find another solution and show your displeasure where it hurts them the most. If their is no other solution, be patient, things will be changing fast in the coming years and new solutions will appear just as fast.
This ignores that there are tremendous barriers to entry in the ISP market. The big players there are all benefiting from legacy infrastructure built leveraging off exclusive local municipal contracts which gave them guaranteed mini-monopolies in return for building the cabling systems in place. Even though most of those contracts are gradually expiring, the cost of entry into most such markets is very high.
Thus it's not like consumers or vendors can easily switch from one ISP provider to another on a whim. That may change in the future, with ubiquitous high-speed wireless technologies, but we are still quite a ways before that day.