It also bothers me that I haven't seen any arguments that explain why this is bad in light of the fact that it's supposed to be based on infrastructure requirements, rather than payments, company affiliation, or otherwise. Instead of being used to squeeze small guys out of the picture, it looks more like a platform for getting more exposure and traffic than you would otherwise. It doesn't really pose a threat (except in slippery slope-esque situations) to the things that net neutrality claim to be protecting.
Can't we all just be happy that, in a world of data caps, there's a company trying to chip away at the things you have to choose between spending data on? Does everything REALLY have to be a direct threat to the internet? Admittedly, I'd much rather see "no data caps ever" (there are plans for that, and they are pretty cheap on t-mobile) but I'm generally against letting perfect get in the way of good.