The market already allocates the bandwidth! Consumers pay for varying levels of service with bigger usage caps for higher prices etc. The content providers pay for their bandwidth at the other end (or the big ones enter 'tiering agreements' etc.)
As demand increases for wireless bandwidth, prices may rise to reflect the supply shortfall. At points this will hit an equilibrium level and demand will cease to rise. At other points new technology will increase supply etc. At some point in the future we will likely hit a fairly final equilibrium. As long as governments maintain a level of competition in the market (something they are generally not doing very well right now I admit) we could avoid price fixing cartels between the carriers.
We just have to face it, wireless RF spectrum is a shared finite resource nothing we do will ever overcome this fundamental truth. No amount of financial manipulation of the market business models by the carriers will ever change this.
If I want to get priority access over others I should pay for it! Allowing content providers to bid for priority reduces consumers freedom to choose what they are able to access. Problem is, a lot of people these days will take free over paying a premium even when their freedom is removed.
Imagine say Verizon et al get their way and say for simplicity's sake 10 big content providers manage to achieve the overall bandwidth priority between them on most networks. People accessing other content will likely become frustrated with smaller services and migrate their usage to the services offered by these 'big 10'. Eventually most people use these prioritised services and small sites/startups just don't get a look in. However nothing has changed with regard to bandwidth, there is now the same contention just that a small number of providers have managed to dominate the market. The carriers are making loads of extra money for doing effectively nothing, all they have done is played the content providers off against each other and against the consumers (and pocketed lots of money in the process). It seems to effectively amount to extortion.
Allowing prioritising of traffic based on provider will not likely reduce prices for data contracts for consumers. The same issues of bandwidth contention will arise, except that this time the carriers are able to effectively blackmail content providers. The big content providers may see themselves as able to profit from this scenario, the smaller ones won't stand a chance.
In the long, long term lets hope quantum entanglement based communication allows us to leave RF behind!