For many markets, the natural consequence of unregulated free market conditions is to aggregate towards a monopolistic or oligopolistic market, which isn't a free market any more. The idealized economic free market isn't a stable equilibrium - it's a good position for society, but it doesn't stay there on it's own, it needs to be kept free by preventing it from devolving into the monopolistic optimum.
By the 'open internet' I mean the arrival of ISPs who offered consumers direct connectivity with all the internet, competing with AOL who offered connectivity to, well, AOL.
The fact that the consumer was more nimble and capable of exploring and creating value in this space allowed them the chance to beat the entrenched players.
Today those entrenched players have finally turned around and are using their legacy power, connections and money, to make it an unfair playing field.
The "free market" will not be a savior here.