Why do you not agree with it? Is it because you feel that you have no choice in the matter, or because you think it is somehow wrong to charge for some things and not others. Once again, this is the ISP's house, and their rules. They can charge $10 billion per byte. You don't have to pay of course.
The big problem I see with this is if they deliberately slow down services like Netflix. Or if by providing their own streaming service, they are exhausting the bandwidth, thus effectively throttling services like Netflix. Otherwise, they have a natural advantage: they are transmitting data from a much closer location. Otherwise, it would be like requiring that your water company deliver you water sourced in the Alps for the same price as from your local reservoir.
EDIT: Back to data caps issues: I love them. Because now if there is any question on what I can or cannot do, there is no fuzzy wording about "appropriate network use", etc. I get 100GB a month or I do not. Anything "unlimited" is evil. My big issue is that companies like Verizon, AT&T, etc. only sell plans that are capped very low: 2GB a month is nothing for the way I use data. Give me 200GB a month and I'll pay $30-45/mo for the privilege. And while you are at it, drop the silly minutes notion. Just provide data.