As a consumer on ISP's last mile lines, I make a series of TCP requests and I expect responses. Fill my pipes with those responses as best you can and charge me for the privilege. If you're not making enough money on that, charge me more for the bandwidth.
Market-wise, why would an ISP anything else than fill my pipe with what I'm asking for?
An ISP should make all the money it needs to make off my service subscription. It's not too far of a leap for me to imagine U.S. laws being changed that restrict ISP's to only being able to charge the end-user for their subscriptions with heavily regulated flat fees for peering arrangements and co-location services placed near the consumer.
The obvious shenanagans that are ramping up here will eventually lead to a massive consumer backlash and a regulatory hammer coming down. People are not going to forget what the open internet looked like.