Right, but some people don't or don't want to see the ramifications of that as a bad thing. If broadband companies had their way, they would nickle and dime you for every little KB... put data caps on service, then charge you for overage. Online gaming for several hours a night... gone. Weekly cloud backups, gone... pretty much anything that uses a lot of data, gone... unless you want to pay out the ass for it. The entire internet as we know it would change and become more of a luxury item than a useful innovative tool as it stands today. The problem is that society already uses the internet as a utility, it's too important and ingrained into our daily lives to be treated otherwise. Broadband internet would very likely end up like cell phone service was in it's infancy. You paid for so many minutes a month, so many text messages a month, then paid for overages etc. Cell phone companies have largely moved away from that model these days for the simple reason the technology got better and faster. I just can't see any benefit whatsoever for treating broadband internet like that. I get the whole "not wanting more government regulations" etc. argument, but allowing ISPs to regulate themselves is madness. Comcast is already one of the worst rated companies in the US, why would anyone think they would "play fair" if they're the ones making the rules, especially when many markets have little or no other options. It just doesn't make any sense to me why someone would think that's a good thing. Not to mention the whole blocking or censoring of content thing which is a whole other thing in of itself. Changing the internet as it stands today would be a huge step backwards I think.