Google or Amazon, or the rest of the tech industry, wouldn't be able to find the capital to build fast/unthrottled internet to eat Comcast's lunch? Alienating an entire industry and customer based like this would be a huge incentive for many parties, the market forces here are very much being downplayed.
Not to mention the technical hurdles (encryption, VPNs) outside of the risk involved of convincing an executive board to engage in a PR disaster and expose themselves to the risk of Google competing with them.
Besides has any company have tried to push TV-style packages, where they throttle websites depending on your package... and the FCC regulations stopped them? This is the scenario I keep reading about as what will happen if these regulations didn't exist. But I've yet to hear of an actual ISP trying this...
Typically with regulations you have the industry pushing back against them because they want to do certain things. But I'm not seeing that here, multiple ISP have already claimed they have no interest in engaging in this type of throttling and I personally don't see how this would ever fly even if they did.
Yes, cable companies have taken advantage of their political pull and monopoly positions to do some shady stuff but I'm very skeptical they could ever pull anything like that off in the internet. That's a whole different ball game than the tightly corporate controlled finite-content TV market and the tech industry and the public have clearly stated they won't sit idly by, regardless of regulations.