"But the offer alarmed Swedish media companies, which warned that the deal gave Facebook an advantage over competitors, and Telia an edge over other telecom operators."

ISP's have a million and one other ways to be anti-competitive. Example, in New Zealand, one of the major ISP's runs 'Lightbox' a streaming competitor. If you sign up to any of their plans, you get free Lightbox.

This incentives the customer to not use other streaming services. You can talk about zero-rating all day long but no amount of neutrality regulation will prevent something like the example above from happening. What happens if Comcast decides that Hulu Plus will be free with their broadband? It has the same effect as if Comcast decided to zero-rate Hulu on their network.

For their to be real changes in the American ISP market, you need competition.