See, I would have agreed more with this if most of our internet infrastructures were not controlled by three megacorps with more power than many small to medium sized economies in the world. As it stands, the only valid option is to fight fire with fire.
Better question for you. Why did ISPs attempt to fake support for repealing Net Neutrality [0][1], as well as spend money lobbying Congress? You'll note in that article that there were also fake comments in support of Net Neutrality, apparently mostly generated by one individual, but many, many fake comments against it from ISPs that even used real people's identities [2].
These aren't the actions a company takes if they don't have incentive.
[0] https://ag.ny.gov/press-release/2021/attorney-general-james-...
[1] https://www.pewresearch.org/internet/2017/11/29/public-comme...
[2] https://mashable.com/article/fake-net-neutrality-comment-fcc
A federal rule is good, though, to harmonize things, even if the state/local laws were more or less already doing the job.