If Google Fiber spreads to enough locations, the ISPs could start seeing effects on their subscribers. Content providers can dismiss the ISPs demand for money,

If Google Fiber spreads to enough locations, the ISPs could start seeing effects on their subscribers. Content providers can dismiss the ISPs demand for money, and Google and content providers can go and say, "get all your favorite services, fastest on Google Fiber". The ISPs would be forced to put content on the "fast lane" or risk losing customers. Unfortunately, Fiber is not available in enough locations yet.