Cable TV companies have it SO EASY. They've managed to avoid having to provide "a la carte" service, channel by channel. They claim satellite TV is the same thing and competition; not so if you live in an apartment building or without a view of the southern sky.
But they are SCARED of the internet letting you subscribe to say a live football arrangement... DirecTV has the exclusive NFL Sunday Ticket but what's to stop the NFL from webcasting, that's a separate distribution channel and DirecTV would be quaking in their boots if that were allowed to happen.
"Everyone" was trying to block XM or Sirious when it was trying to add video to their data stream, as their satellite license said "audio and ancillary services".
In short, media distribution is huge, it's centered in the US, it doesn't pollute (so it won't be as tempting to offshore), and these fights are going to be fought here over BIG money. This is why we have draconian laws like DMCA.
Net neutrality WILL be over media (video) distribution. iTunes takes some bandwidth but netflix, hulu, and youtube take LOTS MORE. And the current media empire, conveniently controlling the "last mile" to your house, is fighting.
A cunning DSL/FIOS phone company or even wireless could come out WAY ahead if they pledged neutrality.
BTW the state of value broadband internet in the US is not as good as many other countries.
