what happens if the big content providers pay the small (to them) amounts of money being asked? if end users don't see a change in their content's speed - or i

what happens if the big content providers pay the small (to them) amounts of money being asked? if end users don't see a change in their content's speed - or if it comes FASTER because other data is being penalized, the problem is magnified. average joe says 'hey the internet has gotten much faster since they ended that pesky regulation' - and doesn't see the 30 media startups that couldn't get off the ground, because for them, the money asked to provide faster access is very pricey. a startup average joe hasn't heard of won't have the money to outbid their competitors for the limited 'media bandwidth' the isp is willing to send through. average joe doesn't care about a company he hasn't heard of because he doesn't know what they have to offer. my guess is that's what the ISP's want. they give the users a better experience - prioritizing video packets over email, for example, at no perceived cost to them. in doing so, they set up a huge barrier to entry that takes a long time for average joe to understand. he won't take the time to understand this, because the harm caused is a huge loss on possible new things in exchange for a small benefit to existing things.