Copied this from another comment of mine on this post, but it answers part of your question. From the FCC fact sheet[0] on the decision:
> The Order prohibits “take-it-or-leave-it” offers, meaning that an ISP can’t refuse to serve customers who don’t consent to the use and sharing of their information for commercial purposes.
So at least they can't cut you off entirely if you don't consent/opt-in. The fact sheet also touches on the "pay for privacy" issue:
> Recognizing that so-called “pay for privacy” offerings raise unique considerations, the rules require heightened disclosure for plans that provide discounts or other incentives in exchange for a customer’s express affirmative consent to the use and sharing of their personal information. The Commission will determine on a case-by-case basis the legitimacy of programs that relate service price to privacy protections. Consumers should not be forced to choose between paying inflated prices and maintaining their privacy.
Not an outright ban on discounting service for opt'ing-in, but looks like they're leaning towards not allowing something like that.
[0] http://transition.fcc.gov/Daily_Releases/Daily_Business/2016...