The big difference is that each player is already paying for bandwidth at their end. Google, Netflix, myself (PortableApps.com), we all pay for bandwidth to host and serve videos, binary downloads, etc. And then the home user is paying on their end.

But, ISPs charge their customers for 'unlimited' bandwidth, a lie, and then have ghost caps, throttling, etc. The only person being dishonest here is the ISP. And having all the major content providers on-board with calling them out on throttling will keep them from doing it since it will 1. make their customers angry/consider switching and 2. cost them quite a bit in support hours. So, they'll be forced to switch to a more honest set of advertising, billing, and bandwidth counting based on individual usage.

Granted, we'll still have to put up with their monopolies, lack of common carrier rules (so your home VOIP phone is offline for weeks and you can't do anything about it), poor customer service, etc. Realistically, we'll need wireless to come up with better plans to force them to be competitive. Living in NYC and having only a single cable company as your option (unless you want incredibly slow DSL that was down 1 week of my 1 month trial) is kind of silly at this point.