what if, for example, Netflix did something like this, and charged a higher subscription fee to, e.g., Comcast customers? though i don't believe this would solve the problem, it might bring the issue of net neutrality closer to home for many customers, and weigh on their decision which ISP to take (if they even have the choice, which would be an issue in the US, i presume?). and it's ultimately fair - why would all users pay for this through their subscriptions, if only some ISPs violate net neutrality.