That's why we need NN.
I actually think (and this should be done in addition to NN, not instead) is to encourage local city government to provide Internet access and even allowing smaller companies to lease the infrastructure to them. This would bring back competition again, and the money from leasing would cover cost of maintaining the network and maybe even bring income to the city.
I made a mistake by assuming an apartment complex built within the last 3 years would have fiber, boy was I wrong. I'll never make that mistake again.
People are not going to happily accept the old "bundling" cable TV model that they hate, having experienced the much more open internet model where you really only decide how much bandwidth you want to pay for.
I'm using a general "you" here. It's far more a pervasive presence in peoples' lives than cable tv was.
And I've commented as such already, it likely won't be restrictive and demanding all at once. It will be a progression likely starting with something like:
"Now that we are no longer bound by restrictive government regulations we can offer you new value-added-services that benefit you!
With [company]'s new Speed Boost(TM) packages, you can access your favourite web sites at a higher speed than your current base package allows starting at the low monthly fee of $5! (on a 2 year contract, $10/mo month over month)"
Once the customer base is accustomed, the language changes and becomes:
"Now with [company]'s new Choose What You Use(TM) bundles, we've retired our base packages and now it's up to you what you want to pay for of the internet! Another way we're saving you money!"
And so on. Marketing teams wouldn't let it look like: "Well, you're ours now, bitch." At least not that straight-forward.
Free alternatives, like being able to stream Youtube, could be in danger of fees too. Google might have some sort of bargain with the government to keep it charge-free (like selling more data on its users). But any other video provider without Google's deep pockets will be in trouble, like Vimeo, Twitch, VHX, or some other company that hasn't even started up yet but might not be able to afford the double-dip.
Would you be "fine" if someone stood in front of your house and intercepted all your Amazon packages and added a $5 delivery fee to each?