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why would they spend millions fighting this restriction if they weren't going to use it? Just to have it as an option? Just because they fight any and all regulation?
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Basically what the companies want to do is to develop premium services not permitted under the rules. Gaming, online surgery, driving, these have different networking needs and can't be handled neutrally.
Here is a set of 5 arguments in favor of ending net neutrality. (There is a part 2 page linked at the bottom, with the arguments against it.)
The pro argument is never aired. We have not heard the argument stated properly. The media should help us out here, but it is broken by an activism bubble and doesn't even know what the pro argument are.