How's this different from priority shipping for example?
I'm also fine with them giving their own products preferential treatment. (This actually happens here - all mall companies have their own products, very visibly exposed.)
In reality the cost is really distributed. The sender hands over the money to the shipping company, but that money comes from the receiver.
And the infrastructure is supported by the community at large.
But when I pay for gigabit internet, and some random startup doesn't pay the ISPs "streaming priority" charge, I get them at some rate limited amount less than what I pay for (gigabit).
That is the problem. The consumer gets screwed, startups get screwed, and the ISPs profit from both consumer and businesses.