As one of the other comments pointed out, ISPs could just charge for bandwidth. The current (speculative) pricing schemes and hypothetical non-neutral pricing

As one of the other comments pointed out, ISPs could just charge for bandwidth. The current (speculative) pricing schemes and hypothetical non-neutral pricing schemes are simply alternatives to pricing per megabyte. Why? Because ISPs believe that their product appears to have moe value when it's sold as x megabits per second for y dollars rather than x megabytes for y dollars. Since most customers can't estimate how many megabytes they use each month, it makes little sense to price the product that way. Whereas many customers know that if they currently have 10 Megabits, if they upgraded to 20 megabits their downloads would be faster. Comcast's boost pricing is evidence of the way ISPs are evolving to meet consumer demands. They give you lots of bandwidth for just long enough to let you download a song or a movie, but don't constantly make it available to you. This creates the perception of faster speeds for most customers.