I can respect the opinion that the costs might not be a tipping point factor for the ISPs. Of course, many services are value-added and provide no real profit.

I can respect the opinion that the costs might not be a tipping point factor for the ISPs. Of course, many services are value-added and provide no real profit. The idea is that they are providing something revolutionary through their consumer channels. In otherwords, it's outsourced "personal web space" that comes with most ISP packages today. Dropbox provides a superior experience while lifting the technological overhead of dealing with providing the space. Dropbox ISP integration would encourage loyalty, not profit. Cookies wouldn't do the same. But since you bring it up, Netflix could offer a similar service to cool off the cable companies, making the headaches Netflix's lawyers have to deal with a little less troublesome.