You missed his point. He is pointing out that Comcast (and other ISPs) already has substantial power over end-users, since in most cases they are the only ones that can provide internet connectivity.

However, one can easily choose to never use Facebook and not lose quintillionth of the information available on the internet. Facebook or any other such service is one of a quintillion of end-nodes that you can reach on the internet.

Comcast is the choke through which your internet connectivity comes through, and you are proposing to allow increased manipulative power to them.