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That is incredibly user-hostile. Google and Facebook would end up looking like the bad guys, and nothing would change.

No it is not. ISP throttling their paying customers because of their internal nonsense is user-hostile. Informing consumers that they're being undermined by their ISP is quite possibly the most pro-consumer act you could do. If it gets us one step closer to treating the bandwidth like electricity or water, it's a good thing.

Two possibilities from the user's point of view:

"Facebook is a little slow because my ISP might be throttling, but I'm not sure, it could also be my computer"

"I cannot access Facebook at all because Facebook blocked my ISP"

Getting users pissed off at web services is not a good way to effect change. We need users on our side, so we can't have them think of us as crybabies.

And doing the traffic shaping they did against Netflix is not?

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