That might change when you are in competition with the ISP, as Comcast does with a ~30% stake of Hulu. Then you might start to care about net neutrality a lot.
Yes. That could be a problem. But in for most areas customers will be annoyed with Comcast and blame them for poor performance and switch. Still there are lots of areas in the US where you don't have a choice. But they would also loose a lot of customers in denser areas with more choice.