>If a website is using significant resources, it shouldn't be on the ISP to subsidize their engineering. There have been plenty of websites throughout history that took up significant amounts of traffic relative to the total traffic. They always paid for leased lines (your third diagram) -- it's only recently that one very well liked company running almost entirely off Amazon decided that leased lines were extortion. If you compare the physical infrastructure of Google's YouTube or MLB.tv to Netflix, the difference is huge.
I don't follow. I am a consumer who has purchased an internet service package that advertises 100Mbps down, 10Mbps up, and 100GB of transfer every billable month.
If I, the ISP, have 1000 customers fully utilizing that 100Mbps down between 6-11pm _it is my engineering problem_
Whether it is netflix, google, mlb, or literally anything else. _it is my engineering problem_ to provide the service I am charging for.