Their business model is supposed to be to provide access to all data, not to act as a gatekeeper and decide what sort of data people should consume. I don't think your comparison to Google is at all analogous to what is going on here.
Most issues with gatekeepers are what they don't allow people to consume; in this case, they're not placing a restriction.
If people wish to stand their ground on principle, this particular carrier is giving them the option to do so by opting completely out of the program (at least according to the article).