The traffic exchange would only occur once a customer routing data over a Verizon network uses Netflix, no? Meaning that the 35% of the Verizon network usage that Netflix uses, is due to customers actually using the connection they pay for, no?

As an ISP, I think if you are offering 100Mbps unlimited in/out, you should Expect full thrust from every connection, or at least be capable of delivering that. I know it's not really realistic, they need to assume that some people, sometimes are disconnected but if I am paying for a connection and a certain level of throughput, I expect to get that.

Just my point of view, correct me if my assumptions are incorrect!