The key here is that Google bought up enough dark fiber to make itself in effect an ISP. Therefore, it's a negotiation between equals more than it is a content

The key here is that Google bought up enough dark fiber to make itself in effect an ISP. Therefore, it's a negotiation between equals more than it is a content provider and an ISP. The fact that Google can make its services slower for users of a particular ISP if they cause too much trouble probably pushes the balance of power in its favor.