They instead hit consumers with data caps which you either pay overages against, or they had you sign up for additional add on which was, on average, $20-$30 mo

They instead hit consumers with data caps which you either pay overages against, or they had you sign up for additional add on which was, on average, $20-$30 more a month increase in your bill, for the same traffic, under net neutrality terms, that would not have cost more, because this would not be allowed. I've seen the margins ISPs make on these connections, and they went from acceptable but good to absurd, its not like they were starved by net neutrality either.