From my perspective, along the last mile a bit is a bit. The fact that they may have some back-bone infrastructure that optimizes delivery of traffic to an edge-node for youtube or Facebook doesn't really apply to me (e.g. it is not something I control). The fact that e.g. Comcast and Facebook can do a deal that monopolizes in their favor vs. other social networks/ISPs is not exactly to my benefit. I can't control that deal like I can control adding "a powerwall" in my house.