Because it's a competitive market, net neutrality matters a lot less. Providers who provide shitty service will find the market switching away from them very quickly. YouTube plays slowly? Not going to fly with the kids, so I'll find a provider who doesn't do that. The ability to buy 2MBs cable that pumps out up to 1GBs for Netflix at a cheap cheap price? There's a segment of the market for whom that's a great deal.
This also ties in nicely with fair usage caps. I'm more than happy to pay a lower rate for a "fair usage cap" of 100GB because I'm not torrenting. I think people who need or want truly unlimited internet should be able to pay for it without raising my prices.
Both these arguments are null in the US where there's such a screwed up monopolistic market.