Because all of those companies are already paying their ISPs as well (or are big enough to be their own ISP, ala Google). Bandwidth is already paid for in both

Because all of those companies are already paying their ISPs as well (or are big enough to be their own ISP, ala Google). Bandwidth is already paid for in both directions - nobody gets a 'free' pipe as it is today. This is letting one side charge double for no good reason.