In this case, I truly believe net neutrality is an optimal solution for consumers. The goal of society is not to make things easier on companies, the goal is to advance society as a whole. Freedom of speech and expression of ideas does this, but allowing companies to block this at their whim benefits nobody but the companies. Battling internet providers day in, day out is tiresome enough without having net neutrality on the chopping block constantly. I don't want to have to switch providers every time they start blocking content. How do I even know they are blocking or throttling content? Will they even tell me? The free market offers me no protections against this. A company could be lying to be and I'd never know.
With a regulatory body, at least there's some oversight, and by default a good amount of protection.
I think if enough people in society determine they want something, that becomes a public matter. Trying to shoehorn every problem into the free market is a lot messier, IMO.