I don't think your 'small rural town' metaphor is solved by removing net neutrality. From the provider's point of view, who cares if someone is using up 1000 packets of youtube or 1000 packets of nytimes? They cost the same from the provider's stand point (unlike 1kg lobster vs 1kg of bread for a restaurant). Filtering by content doesn't change anything, network providers can already charge by amount of traffic. If they can't provide enough, they can raise prices, free market style.

The issue with removing net neutrality is that it enables censorship and removes 'the free market' of the internet. The internet provider doesn't like your political blog? Well now they can wall it off under a addon package just like cable TV. Facebook makes an exclusive deal with the internet provider? Now Twitter is locked behind an addon package or completely unavailable.

You might say, "well people will just use a different internet provider!". The problem with that is that many places in the USA only have one, maybe two providers to chose from; So it's not like a restaurant where they can just go somewhere else.

You might say, "well more internet providers will be created if no-one likes the current ones!". But its very expensive to create a network of fiber optic cables. Billions of dollars, maybe trillions. A start-up can't just 'interrupt' the market. And usually when a new internet provider is created, they have to lease the big-company lines just work. And you can bet if they make that deal with existing companies they'll have to accept big-company's traffic policies.