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Internet companies need to refuse to serve ISPs who throttle.

“Oh we can’t get YouTube google and Netflix on this ISP? We’ll leave for one who does provide them.”

Restricting services can cut both ways.

That only works if there is competition between ISPs in your area, and usually there isn’t

Sometimes you don't even have that luxury between buildings—even if you live in an urban centre with a number of providers.

That's pretty much what happened in France a few years back. SFR (I think it was SFR, could have been one of the others, sorry) wanted more money from Google, to which Google said nope. I don't even know how that one resolved, but for quite a while many folk in the office had no YouTube at home.

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