I've gone back and forth on net neutrality. I've thought about it as they are (at least) semi-monopolistic and operate with government supplied right-of-way.... to the other end that they own the infrastructure and can manage it as they see fit. I am more on that later argument now as we do have (some) competition in (many) areas. Should they operate like public utilities? Id rather they didn't. I can get internet at least 3 different ways at my house... not to mention on my phone almost anywhere I can go... good luck getting someone else to pipe water to you...
Having said that they must owe something to the public for the right-of-way (or airwaves) they need to survive... but I don't think net neutrality is it. I can understand how "in theory" it would be good for all bits to be treated equal. But given that there is an upper bound on channel capacity (Shannon's theorem) and more practical limitations on the operators ability to upgrade (more channel bandwidth, more power, better coding) I don't see how its possible. I'll reduce to absurdity with one person tries to use 100% of the capacity argument. Can operators do nothing about that? what about the rest of the customers?
Backing away form the absurd, you have Netflix on one end and Netflix subscribers on the other capable of using some noticeable percentage of the capacity. Let say they use enough that the video I'm watching of a cat playing piano starts to get choppy (I guess I'm watching it on Dailymotion instead of Youtube...) and so is the guy's video of Braveheart on Netflix. I'm unhappy, Netflix user is unhappy. My ISP cuts a deal with netflix. Netflix subscriber is happy. My cat is still choppy (or not, I'm not sure... but lets assume it is.) maybe I even drop my ISP. But you know what? that might be fine with them because they have the other source of income from netflix to keep the netflix guy happy. Its a business decision. Maybe they have more money to upgrade their network sooner... or maybe they just pay themselves more.
If they see a pair using a lot of capacity, they are going to want to charge one or the other for the privilege of slowing down the internet for the rest of their users. They'll either go the source, or the receiver. And the ISP's have already learned that capping/throttling/charging per byte is not popular... as you can see by going through boingboings own archives.
lastly... how is the pizza place buying another phone line NOT akin to buying premium access? It sound to me like you would rather the phone company give them more lines for free without regard to if the network can support unlimited phone lines.