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I'm not sure how you'd categorize Google, Apple and Netflix generally as "ISPs."

I didn't, but I can see how my wording was misleading. In my eyes I see the ISP's at odds with the companies which require heavy internet usage. Comcast/Time Warner/Verizon/etc don't like Apple/Netflix/Google. If they had their way, they would impose the pay per site model that we are all afraid of. This obviously won't fly so the ISPs throttle the non-isp media providers until they are willing to pay up (as we are seeing with Netflix especially). As long as this process is more or less transparent to the end user, nobody will make a big deal about it and all parties involved will get something positive out of the deal (besides the consumer).

It's a mistake to consider Comcast/Time Warner/Verizon pure ISPs. They are media companies who happen to own last-mile internet pipes into homes in addition to other products which are in direct competition with data which users may want to access through that pipe.

"...and the internet companies get to avoid new players."

I think you missed that part of GP's comment.

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