Depends on the consumer. The ones getting zero-rated video from AT&T would hate to see net neutrality rules. To them, it's bad.
Then they are short sighted (or it is a tragedy of the commons). Zero rating is being done at the expense of allowing a free competitive market, and they will have no one to blame by themselves when service get crappier and there are fewer options in the future.
Well, not really, because it's not that the video is zero-rated, it's that everything else has an upcharge, which would go away due to competition