AT&T’s fascinating third-way proposal on net neutrality

I'd like the idea of my ISP providing me QOS controls, but this isn't that. The outward facing branding looks like user control but is just a runaround to keep their peering links saturated for their not-opted-in customers. Is this not just hiding paid prioritization under an opt-in system?

Also, this is about charging the 3rd parties now, but smells like paving the way towards charging customers for access to non-saturated links on a per-service basis.