I think that framing this around "consumers" is not the main point here. If you think that those that benefit are only in a buy-and-sell negotiation, a free market is very appealing.

What we are doing here in Brazil regarding the upcoming regulations on the Internet and data protection [0] is to frame it around human rights issues -- freedom of expression and press freedom are the main ones.

The existence and action of governments is only justifiable for me to keep people from hurting each other too much, and preventing abusive power relationships. I believe current net neutrality issues are one of those situations.

[0]: http://www.internetlab.org.br/en/news/internet-brazil-debate...