I think this is awesome. To me this represents the first step in the content providers saying "f-you, we're not paying to deliver, you're the one with the money

I think this is awesome. To me this represents the first step in the content providers saying "f-you, we're not paying to deliver, you're the one with the money connection to the viewers". The ISPs that are going down the anti-NN rathole are pitting themselves against both their customers and the content providers. In macro they might make some revenue from this stuff but I can't see how it could end well.