I understand that public services (e.g., government, roads, electricity, mail) should be neutral since they're imposed to us. Likewise, private services that were subsidized by the government should also be neutral. Same goes for artificial monopolies (i.e., only company X is allowed to provide service Y in area Z).
That said, it seems like legitimately private companies (no artificial monopoly, no subsidy) should be free to apply any arbitrary restrictions to the services they provide. No law should prevent a philanthropist from launching a satellite providing free access to Wikipedia (and nothing else).
I don't know if people defending net-neutrality are selfish (I don't want to pay any extra), are actually seeking neutrality for all public/subsidized/monopolistic services (not just the net), or if they just do it because it's trendy.
People used to be able to buy a video game and have access to all of its content at no additional cost. Today, people buy a game but still need to pay extra to access some content. Some people believe it's absolutely scandalous (see Reddit vs Battlefront 2). They seem to be the same people that defend net-neutrality. I can't help but think that both instances are motivated by selfishness and resistance to change.