There is still plenty of implicit throttling going on though, with broadband providers refusing to provision enough capacity between their networks and the content source networks. The existing links then become congested at peak times and performance is degraded for the customers trying to access that content.
VPNs may improve performance in this situation not because they are hiding or disguising the content, but simply because the traffic is "re-routed" around the congested links. Assuming that the links from content network -> VPN host and VPN host -> end user are not also congested.
They refuse to add an adequate amount of peering to video services like Netflix and YouTube. The result is oversaturated routing during peak hours.
By using a VPN you change the route taken to the video service, bypassing the oversaturated connections.